pm I.C.S.

REFERENCE LIBRARY

A SERIES OF TEXTBOOKS PREPARED FOR THE STUDENTS OF THE
INTERNATIONAL CORRESPONDENCE SCHOOLS AND CONTAINING
IN PERMANENT FORM THE INSTRUCTION PAPERS.
EXAMINATION QUESTIONS, AND KEYS USED
IN THEIR VARIOUS COURSES

ENGRAVING AND PRINTING METHODS

ADVERTISEMENT ILLUSTRATION

TECHNICAL- AND TRADE-PAPER
ADVERTISING

STREET-CAR ADVERTISING

OUTDOOR ADVERTISING

HOUSE PUBLICATIONS

SCRANTON
INTERNATIONAL TEXTBOOK COMPANY
207

Copyright, 1909, by International Textbook Company.

Entered at Stationers' Hall, London.

Engraving and Printing Methods: Copyright, 1909, by International Textbook
Company. Entered at Stationers' Hall, London.

Advertisement Illustration: Copyright, 1909, by International Textbook Com-
pany. Entered at Stationers' Hall, London.

Technical- and Trade-Paper Advertising: Copyright, 1909, by International
Textbook Company. Entered at Stationers' Hall, London.

Street-Car Advertising: Copyright 1909, by International Textbook Company.
Entered at Stationers' Hall, London. >

Outdoor Advertising: Copyright, 1909, by International Textbook Company,
Entered at Stationers' Hall, London.

House Publications: Copyright, 1909, by International Textbook Company.
Entered at Stationers' Hall, London.

All rights reserved.

Press op
International Textbook Company
Scranton, Pa.

73948

207

CONTENTS

Engraving and Printing Methods Section Page

Engraving: Methods 27 1

Cuts for Printing .27 2

Processes Used in Making Illustrations . 27 4

Line Engravings 27 4

Half-Tone Engravings 27 34

Combination Line and Half-Tones ... 27 54

Styles of Finishing Half-Tones ..... 27 58

Painting and Tooling 27 62

How to Order Half-Tones ....... 27 69

Color Plates 27 80

Cost of Photoengravings ........ 27 85

Miscellaneous Information ....... 27 86

Lithography 27 89

Wood Engraving ■ .... 27 91

Steel and Copper-Plate Engraving ... 27 96

Embossing 27 97

Printing Methods 28 1

Electrotyping 28 1

Miscellaneous Information about Engra-
vings, Electrotypes, and Matrices ... 28 10

Composition 28 12

The Make-Up . 28 26

Presswork 28 29

Paper 28 41

Terms and Abbreviations Used in Engra-
ving, Printing, and Advertising .... 28 44

iii

iv CONTENTS

Advertisement Illustration Section Page

Functions of Illustrations 29 1

Attracting- Attention 29 1

Illustrating the Article Itself 29 19

Illustrating the Selling Point 29 27

How and When to Use Illustrations ... 29 47

Preliminary Illustration Analysis .... 29 47

When to Illustrate Advertisements ... 29 48

How to Use Illustrations ........ 29 56

Choosing an Engraving Process .... 29 59

Placing the Illustration 29 59

Balance \ 29 60

Illustrations in Department-Store Adver-
tisements 29 84

File of Illustrations 29 87

Illustrating of Layouts 29 89

Purchasing of Cuts 29 92

Make-Up of Good Drawings 29 95

Use of Models in Making Illustrations . . 29 101

Making of Simple Illustrations 29 104

Miscellaneous Remarks 29 109

Technical- and Trade-Paper Advertising

Introduction 30 1

Advertising in Technical Papers .... 30 3

Copy and Display 30 3

News Items and Instructive Articles . . 30 13

Advertising the Bundy Steam Trap ... 30 17

Advertising to the Trade 30 22

Advertisements in Trade Papers .... 30 22

Other Methods of Advertising to the Trade 30 41

Advertising the Ideal Pigskin Garter . . 30 42

Technical- and Trade-Paper Conditions . 30 46

Street-Car Advertising

General Information 31 1

Points in Favor of Street-Car Advertising 31 2
Number of Passengers Carried by Street

Cars 31 4

CONTENTS v

Street-Car Advertising — {Continued) Section Page

Location for Street-Car Advertisements . 31 6

Advertisers That May Use Cars Profitably 31 7

Method of Handling Space in Street Cars 31 10

Cost of Street-Car Advertising 31 11

Planning and Preparing Street-Car Adver-
tising . 31 14

General Details 31 14

Use of Illustrations 31 23

Style of Language for Car Cards ... 31 26

Special Copy and Schedules 31 33

Application of Principles 31 45

Outdoor Advertising

Merits of Outdoor Advertising

32

1

Classification of Outdoor Advertising . .

32

3

Placing and Preparing of Posters ....

32

4

32

15

Planning Poster Advertising

32

20

32

39

32

42

32

42

jse Publications

33

1

Classification of House Publications . . .

33

2

House Publications for Salesmen, Agents,

33

2

House Publications for Consumers . . .

33

11

Publishing of House Magazines

33

18

33

18

33

19

Method of Distribution

33

21

Securing of Advertising Patronage . . .'

33

24

ENGRAVING AND PRINTING
METHODS

(PART 1)

ENGRAVING METHODS

INTRODUCTION

1. The value of a thorough technical knowledge of engra-
ving and printing methods, printing paper, etc. is often over-
estimated by persons studying advertising. Such persons
seem to think that it is highly important that they should
know the exact process by which a certain kind of paper is
made, or how much and what kind of acid is used in making
a zinc etching. While such information may be interesting,
and no information of this kind can be said to be valueless,
the truth is that leading advertising men do not burden their
minds with the many technical details of the engraving room
and the printing shop, but content themselves with a mere
general knowledge of this' branch of advertising work. They
give their chief attention to promoting the business or prod-
uct in which they are interested, leaving the minute details
of engraving and printing work to other specialists.

Nevertheless, in order to plan his work properly and to
know when he is receiving the best results obtainable for the
money expended, every advertising man should have a gen-
eral knowledge of printing and engraving. If he has little
or no information of this kind, he may try to use a loo-screen
half-tone in a newspaper advertisement that is to be stereo-

COP" RIGHTED BY INTERNATIONAL TEXTBOOK COMPANY. ALL RIOHTS RESERVED

§27

207—2

2 ENGRAVING AND PRINTING METHODS §27

typed, or he may order cuts mounted on wood when they are
to be stereotyped, or he may make some other of a dozen or
more common blunders. The purpose of this Section is to
give information that will enable the ad-writer to avoid blun-
ders when preparing work for the engraver or the printer.
As the ad-writer is not expected to do printing work or to
make engravings, the information here given will meet his
requirements.

2. The advertising man can, by visiting first-class printing
shops, illustrating departments, and publishing offices, see
much that will be of interest and value to him. He should
seek opportunities to visit such places and to become
acquainted with illustrators, printers, and publishers. As
most publishers take pride in showing their plants to visitors,
it is not ordinarily difficult to gain entry. A number of the
large newspapers have their own illustrating and cut-making
departments. While these departments do not, as a rule,
make a specialty of advertising work, the methods they
employ are similar to those followed by concerns that do
make a specialty of advertising work.

Note. — Not all the examples shown in this Section and other Sec-
tions are intended as examples of advertisements that are strong in
every respect. Many examples are reproduced to make clear some
special point in the text, when in other points they may be weak or
may not conform to the principles set forth in the text. Such adver-
tisements have not been improved, because it is desired to show them
in just the form they were used by advertisers. In some instances, the
weaknesses are criticized.

CUTS FOR PRINTING

3. Pictures cannot be produced with type. When it
becomes necessary to illustrate an advertisement, some kind
of a plate must be made that, when inked, will impress the
desired illustration on the paper. While there has been
wonderful progress in the making of cuts or plates for print-
ing, familiarity with one simple principle will enable those
who have had no opportunity to study the subject to under-
stand how most illustrations are produced. If a square
block of metal or wood is inked with black ink and impressed

§27 ENGRAVING AND PRINTING METHODS 3

on paper, the result will be a plain black square. If, how-
ever, certain parts of the face of the block are cut down
deep, so that they cannot be inked when an inked roller is
passed over the block, and other parts are cut down so that
only dots and lines of the metal or wood are left high enough
to be inked, the result, when the block is inked and pressed
against the paper, will not be a square of solid black.
Instead, there will be places where the white of the paper is
left in spots and other places where dots and lines of black

Fig. 1 Fig. 2

will show against a white background. This, therefore, is
the general principle of cut making — to put a design on a
plate and to cut away by hand, with machinery, or with acid,
such portions of the plate as are not desired in the finished
illustration. Fig. 1 shows a cut of a shoe, and it will be
observed in this cut that some parts are lower than others.
Fig. 2 shows the printed impression made from this cut.

4 ENGRAVING AND PRINTING METHODS §27

PROCESSES USED IN MAKING
ILLUSTRATIONS

4. Classification. — Three processes are used for
making- advertising cuts: (1) line engraving, or zinc etching;
(2) half-tone engraving; and (3) wood engraving. Line and
half-tone engraving are classed together as photoengraving,
or process engraving. The general meaning of the word
photoengraving- is a process by which a design, or image, is,
by means of photography, transferred to a metal plate,
which is then etched, or cut away, by chemical and mechan-
ical processes.

Photoengraving has given the advertiser a method of
reproducing the work of the illustrator and the photographer
with fidelity and at an expense much lower than that of older
methods, such as wood engraving. Wood engravings, on
account of the length of time required to make them and
their cost, are not used extensively.

IjINE engravings

5. Jjine engravings, or zinc etchings, can be made
from any drawing or print consisting of distinct lines, dots,
or masses of solid color, such as pen, crayon, or charcoal
drawings. It is better to have all copy for line engravings
in black ink on a white surface. Every line and every dot
should be clear. Gray, or shaded, effects are obtained by
the use of numerous fine lines or dots placed close together,
but each dot and line should be in black. A zinc etching
cannot be made from a photograph, a wash drawing, a
colored lithograph, or a natural object without first making
a line or a stipple drawing. Red lines can be photo-
graphed if they are strong; matter in dark-blue and dark-
green lines can also be reproduced, but it is much better

§27 ENGRAVING AND PRINTING METHODS 5

in every case to have black prints or black drawings.
Illustrators use India ink for their drawings, as this ink pro-
duces a clear, black line even when the line is drawn fine.

LINE-ENGRAVING PROCESS

6. Size of Drawing. — Drawings for reproduction
should be made larger than the cut that is desired, so that
in making the reduction, any little defects, irregularities, or

Fig. 3

Zinc plate after first bite

roughness of the lines of the drawing will not be noticeable
in the finished cut. It is customary to make the drawings
one-half larger than the size desired for the finished cut, or
twice as large, but where the cut is to be very small and
much detail is to be shown, the drawings are often made
three times the size of the finished cut, so as to insure
greater accuracy of detail. If the cut is made larger than

Fig. 4

Powdered for second bite

the drawing, lines that seem smooth in the original draw-
ing are often ragged in the finished cut. All defects are
exaggerated by enlargement just as they are minimized by
reduction.

6 ENGRAVING AND PRINTING METHODS §27

There is only one danger in making a drawing much
larger than the finished cut is to be, and that is the tendency
to put in more detail than is necessary or advisable. There-
fore, heads of art departments sometimes require illustrators

Fig. 5
Second bite

to make drawings very nearly or exactly the size that the
finished cut. is to be.

7. Use of the Reducing Glass. — A reducing glass is
a very convenient device for the advertising man to possess,
as it enables him to see how a drawing will look when
reduced to one-half or to one-third the size of the original.
A reducing glass is much like a magnifying glass in general
appearance, but instead of enlarging, it shows the object in
a reduced size. This glass is often useful when trying to
convince an advertiser that the roughness in the lines of an
original drawing will not be seen in the reproduction.

Fig. 6
Powdered for third bite

8. Photographing and Etching. — It is not necessary
for the advertising man to burden his mind with the chemical
details of zinc etching. The following outline covers all the
essentials: A photograph is made of the drawing, or print,
that is to be reproduced. The design is then printed from

§27 ENGRAVING AND PRINTING METHODS 7

the photographic film on a prepared zinc plate. The por-
tions of the face of this plate that are to remain high enough
to be inked are treated chemically, so that acid will not
attack them. The plate is then put in an acid bath, and the

Fig. 7
Third bite

acid eats down the unprotected metal. The acid is said to
"bite" where it takes away the metal. In order that the
bite may be deep and that the acid may not cut under and
weaken the higher parts, the plate is taken out several
times during the process and additional chemical treatment
is given the parts to be protected. After the acid has done
its work, various parts of the plate are cut, or "routed,"
deeper by machinery if necessary.

A study of Figs. 3, 4, 5, 6, 7, 8, and 9 will aid in under-
standing the effect of the acid and the routing. The object
shown in these illustrations is merely the corner of a zinc
plate that has a very broad double border. The border has

Fig. 8
Routed after third bite

been made unusually broad and the thickness of the plate
exaggerated in order to make the etching process clear.
Fig. 3 shows the section after the first bite made by the acid.
Figs. 4, 5, 6, 7, 8, and 9 show the section in successive
stages, until the cut is mounted on a block of wood so as to

8 ENGRAVING AND PRINTING METHODS §27

be about \h inch high. The cut is shown somewhat higher
in Fig-. 9 because of the exaggeration of the thickness of
the metal.

9. Mounting'. — Line engravings are usually mounted
on blocks of well-dried wood. If the cut is to be stereotyped
(reproduced, in a newspaper office for use on a rotary press) , it
should either be mounted on a metal base or left unmounted.

10. Material Used for Etchings. — Line engravings
are nearly always made on zinc, and are therefore often
referred to as zinc etchings. Sometimes, however, a line

Fig. 1)
Mounted on a block

engraving containing very fine stipple work is made on a
copper plate.

11. Deep Etching*. — The etching in a good cut should
be deep. If the etching is very shallow, the crevices will fill
up and the cut will smudge in printing. Good electrotypes
(copper-faced plates, usually made from original engravings)
cannot be made from a cut that is too shallow.

KINDS OF LINE CUTS

12. The line cut is the most practical style of engraving
for illustrations that are to be used in newspapers and other
publications using cheap paper. It requires little or no

§27 ENGRAVING AND PRINTING METHODS 9

make-ready (preparing a form for printing) and even in the
hands of a poor printer will print satisfactorily.

Line cuts stereotype satisfactorily, and are therefore much
used in newspaper illustration. Some of the most artistic

A Newspaper Man Writes:

"Ivorydale is the cleanest factory I ever visited.
. . . Saw more contented, happy men and women
than in any plant it has been my good fortune
to enter."

It ought to be a matter of gratification to
you, as it certainly is to the manufacturers
to know that Ivory Soap is made under
conditions that leave nothing to be desired.

Bath; toilet; fine laundry.

nbincd) alkali in Ivory Soap. Thai ii

Ivory Soap
9945^o Per Cent. Pure

Fig. 10

Reduced magazine advertisement containing an out-
line illustration

illustrations produced are in line. It is the best style of
rendering whenever there is any doubt about the quality of
paper or presswork, for cuts of this kind will print well under
almost any conditions.

10 ENGRAVING AND PRINTING METHODS §27

Many variations of line cuts are obtainable from drawings
composed of black dots, lines, and masses in various arrange-
ments or combinations.

Some cuts consist of lines only. By varying the character
and direction of these lines, a competent artist can secure
almost any desired effect, from the simplest outline drawing

Fir,. 11
Half-shaded illustration

to a detailed copy of a photograph or a good imitation of a
wood cut or a steel engraving.

13. According to the amount of shading present, line
illustrations may be classified as follows: (1) Outline, as
shown in Fig. 10; (2) half-shaded line, as in Fig. 11; (3) whole-
shaded line, as in Fig. 12; (4) mass-shaded, as in Fig. 13; or
(5) silhouette, as in Fig. 14.

§27 ENGRAVING AND PRINTING METHODS 11

14. Outline and Shaded Illustrations. — Illustrations
in which there is no shading are called outline illustra-
tions. In the half-shaded illustration, only part of the
drawing- is' given a shaded effect. In the whole-shaded
illustration, a tone or value is given to each part of the
drawing; In the mass-shaded illustration, the shading
is heavy and is in masses. In the silhouette illustration, the
figure or object is shown in a shadow-like form, almost
entirely black or almost entirely white. A study of Figs. 10,
11, 12, 13, and 14 will make these distinctions clear.

results ot the highest art in baking — the famous Uneeda Biscuit, the
sweet Uneeda Jinjer Wayfer. the delicious Uneeda Milk Biscuit,
the dainty Uneeda Graham Wafer. The last two have just come, but
all the world's a-buying. All the Uneeda goodness is reflected in
them. Packed in a wonderful airtight package that keeps them ovenfresh.

NATIONAL BISCUIT COMPANY.

Fig. 12

This whole-shaded illustration shows the fine work that can be done with a pen

In Fig. 15 is shown an example of an unusually dainty
illustration made from a line drawing. The "pure-white"
snow, however, was a disappointing feature. In some
rapidly printed magazines, the ink on the opposite adver-
tisement "offset" and made the snow anything but "pure
white."

15. Reverse Effects.— Strong and unusual illustrations
are sometimes made by reversing the colors of the design,
through photoengraving, as shown in Fig. 16. An illustra-

SHREDDED W "EAT

BISCUIT

Delicious
Dessert

and
Supper

There is

an affinity between
the crisp, nutty WH OLE* WHEAT filaments and
preserves, that charms the palate. Shredded
Wheat has all the food value intended by Mature
for man.

Dr. Chas. A. Barnard, Centerdale, R. L, writes:
" It is the most perfect food yet offered to mankind."

SOLD BY ALL GROCERS

Pig. 13

A combination mass-shaded and whole-shaded illustration. The glass of jelly
shaded; the Shredded Wheat Biscuit is whole-shaded

§27 ENGRAVING AND PRINTING METHODS 13

tion of this kind is ordinarily drawn in the usual manner, with
black figures and lettering- on a white background, but the
engraver is instructed to let black lines in the drawing
appear white in the illustration and have the white spaces
appear black. A design can be prepared to produce such
a cut without reversing colors, but the engraving process
is more difficult and expensive. Though cuts to produce
such illustrations are commonly referred to as reverse
cuts, "reverse" also means change position left to right,
and care should be used to prevent misunderstanding.

«4I want more — if ifs H-O."

Fig. 14

Example of a silhouette illustration

Type that is very small or has a light face and lines that
are very fine should be avoided in reverse effects, as in
printing the ink will fill the small indentations in the plate
very quickly and then the lines will no longer print clearly.
Many of the reverse effects are not so strong as black
against a white background would be. Small white letter-
ing against a black background is conspicuous but hard to
read. Compare Figs. 17 and 18, made from the same copy.

PURE WHITE

VORY SOAP has proved itself great enough to
survive a score of substitutes. All good things are
imitated. The many imitations only prove the worth
of Ivory and the demand for it. We are only telling you
what you can find out for .yourself by buying a single cake
of Ivory Soap. The price is two or three cents higher
than cheap yellow soap; but it costs more to make it.
You can afford to pay ten times as much rather than use
anything cheaper.

Fig. 15

An artistic illustration from a line drawing

Five young men in every hundred earn,
a salary of $2,000 a year and over.
Twelve earn $1500 a year or over.
Twenty-eight earn $7,000 or over.
Fifty-five of the hundred earn less.
To which class do you belong?

If you are sufficiently ambitious to devote- some of your spare
time to study", we can assist you to increase your earning capacity
and become "one of tbe Ave."

If you desire to advance in your trade, engineering profession, or
present line of work till out and mail the coupon below and we will
tell you how to qualify for the position you want.

If your present work is distasteful to you, fill out and mail the
coupon and we will explain how you can qualify to change your
occupation, without losing a day's salary.

If you are a young man or a young woman, about to start out
earning your own living, we can qualify you to start in your chosen
profession at a fair salary and rapidly advance.

For trade positions— such as plumber, locomotive engineer, etc.,
we qualify only those engaged in that class of work. We qualify
inexperienced persons for positions in business and engineering that
enable them to support themselves while they combine our technical
instruction with experience gained in their new work.

WHAT POSITION DO YOU WANT?

Our advice will cost you nothing. It has helped thousands. Why not you?

International Correspondence Schools,

Box 840, 8CRANT0N, PA.

Please explain how I can qualify for the position marked X below.

Mechanical Engineer
Machine Designer
Mechanical Draftsman
Foreman Machinist
Foreman Toolmaker
Foreman Patternmaker
Foreman Blacksmith
Foreman Molder
Gas Engineer
Refrigeration Engineer
Traction Engineer
Electrical Engineer
Electric Machine Designer
Electrician

Electric Lighting Supt,
Electric Hallway Supt.
Telephone Engineer
Telegraph Engineer

Dynamo Tender

Steam Engineer
Engine Runner
Marine Engineer
Locomotive Engineer
Trainman

Air Brake Inspector
Civil Engineer

I am at present employed as
Name

Hydraulic Engineer
Municipal Engineer
Bridge Engineer
Railroad Engineer

Mine Foreman
Plumbing Inspector
Heating and Vent. Eng.
Sanitary Plumber
Architect

Contractor and Builder
Architectural Draftsman
Sign Painter
Letterer

Analytical Chemist

Sheet Metal Draftsman

Ornamental Designer

Perspective Draftsman

Navigator

Bookkeeper

Stenographer

Teacher

To Speak French

To Speak German

To Speak Spanish

Five?

Fig. 16

A reduced magazine advertisement consisting: of a reversed plate mortised for type

16 ENGRAVING AND PRINTING METHODS §27

• Unless very large and having bold effects, reverse plates
should not be used in newspaper advertising, as the faces of
the engraved type fill up very easily, on account of the
soft paper and poor ink that is used. Owing to the poor ink
and rapid presswork, it is impossible in newspapers to get

Lincoln Freie Presse

GERMAN WEEKLY,

LINCOLN, NEB.

Has the largest circulation of any news-
paper printed in the German language on
this continent— no exceptions.

Circulation 149,281

RATE 35 CENTS.

Fig. 17

the solid-black tone necessary to a satisfactory printing of
reverse plates. Many high-grade magazines will not admit
reverse plates to their columns on account of the solid-black
color, or if they do admit the plates, they will stipple the
solid portions so as to avoid the solid-black surface. A
reverse plate is sometimes called a positive.

16. Silhouette Illustrations. — The silhouette is a

form of illustration in which only the filled-in profile of the
object is shown, the effect consisting of a dark shadow on a
light ground, or else a light shadow on a dark ground, as
shown in Figs. 19 and 20. This style of rendering is used

Lincoln Freie Presse

GERMAN WEEKLY,

LINCOLN, NEB.

Has the largest circulation of any news-
paper printed in tbe German language on
this continent— no exceptions.

Circulation 143,281

RATE So CENTS.

FlG. 18

chiefly in newspaper advertisements, but it is seen occasion-
ally in magazines and class papers.

Simple as it may appear, the preparation of a drawing for
a silhouette is a difficult task, requiring considerable artistic
skill. The absence of the detail within the outline requires

§27 ENGRAVING AND PRINTING METHODS 17

very careful handling of the profile; otherwise the print will
be tame and lifeless. This is especially true in the delinea-
tion of human figures. Faulty proportions that might be
overlooked in an outline or a shaded cut become glaring
defects in a silhouette. This style of illustration is obviously
suitable only for objects having strong profiles and for sub-
jects in which details are unnecessary.

The reputation, skill and accuracy which sland
behind the Goerz lens are offered with the
"Sector" Shutter.

" It's a Goerz "Product "

The mechanism of the "Sector" Shutter is beau-
tifully simple yet combines those necessary qualities
which will be appreciated by all photographers.
We want you to know all about the "Sector."
Send your name and address and an interesting
booklet will be mailed free by return mail.

C. P. GOERZ,

Room 5, 52 E. Union Square, New York City

Fig. 19

A gfood example of a silhouette illustration

17. Half-Silhouette Illustrations. — An effective style
of illustration, and one that for most purposes is superior
to the plain silhouette, is that in which a portion of the illus-
tration is rendered in dark masses and the remainder in light
masses. This may be conveniently designated as half
silhouette. Fig. 21 shows a half-silhouette illustration.

The artistic blending of the two colors lends character and
strength to each. This style is suitable for newspaper work,
street-car cards, mailing cards, and to some extent for maga-
zine advertisements.

207—3

THESE, ARE

LENS LOCK

Eye Glasses!!

••They have been
worn a long time*
and nave not
worRed loose a
bit. Any other
Kind would have
gone to pieces
long ago. Besides,
they have no pro*
trading beads to
irritate tbe skin."

It does not require a
Sherlock Holmes to dis-
cover- all this. Any one
wearing them will tell
you the same thing. Let*
tec " L" on the posts.
Old rimless Eyeglasses
(nickel) can be made
Lens Lock for 50 cents.
If your optician does not
have them, send to
ANDREW J. LLOYD & COMPANY,
333 Washington Street, Boston, Mass.
Lens Lock booklet sent for the asking.

Fig. 20

Reduced example of white silhouette illus-
tration in a magazine advertisement

IS

Soups, bouillon, meat jellies, gravies, are all made savory, and given
a rich, prime beef flavor by the addition of

Libby's Beef Extract

It is economical, as a very little represents the strength and flavor
of pounds of prime beef ; it saves labor A cup of rich beef tea is
instantly made by the addition of salt and hot water to the Extract
of Beef It is now an essential to iirl well-stocked kitchens.

New recipes for using Libby's Extract of Beef, in the latest edition of
" How to Make Good Tilings to Eat." Sent free.

LIBBY, McNEILL O LIBBY. Chicago. .

Fig. 21

Reduced half-silhouette magazine advertisement the plate of which was stippled and lined

before printing:

19

Fig. 22

An excellent example of hand stipple. The rougrh, heavy border and displays do not,
however, harmonize with the refined and artistic illustration

§27 ENGRAVING AND PRINTING METHODS 21

STIPPLE, ROSS-PAPER, DAY-MACHINE, CRAYON, AND
SPATTER I L LUST RATION S

18. Hand-Stipple Work. — In Fig. 22 is shown an
example of hand-stipple work. This is an illustrative
style in which the shadows are formed by small black dots,
the depth of the shadow being regulated by the size and
compactness of the dots. In the deepest shadows, the dots
are heavy and near together, and they frequently run
together in printing; in the high lights, they are small and

widely separated or are omitted altogether. The dots are
made with a pen or a small brush, and are often arranged in
concentric circles. This style of illustration produces an
effect similar to a coarse half-tone, and is largely used in
clothing advertisements. Hand-stippled cuts are perhaps the
best for newspaper advertisements of clothing, draperies, or
other articles in which a combination of rounded softness
and good printing qualities is desired. They are not suit-
able, however, for the reproduction of sharp lines. Fig. 23

Have you seen this

Ring booklet ?

So many people have written
for it, we've had to print four
editions Let us send it to you
— free No one who hasn't read
it and seen its illustrations can
form any idea of the uncommon
beauty of the

Famous (§) Rings

Even then you'll wonder how
such magnificent gold-filled rings
set with perfect imitations of
genuine gems can be sold for

25 and 50 cents

Read the book, then see the
Rings at the jeweler's or
department store, and be
convinced. We do not retail
them

F. H. SADLER & CO., Attleboro, Mass.

Fig. 24

Reduced magazine advertisement showing a
Ross-paper illustration

22

§27 ENGRAVING AND PRINTING METHODS 23

shows what portrait possibilities there are even in a coarse
stipple prepared for use on cheap news stock.

19. Ross-Paper Illustrations. — Drawings made on a
chalk-surfaced paper, on which various arrangements of
lines or dots have been printed by machinery, are known as
Ross-paper illustrations. The illustration is made by

Fig. 25

Ross-stipple illustration for newspaper use. This Ross-paper effect
is much like hand-stipple work

darkening- some portion of the paper by applying black ink
with7 a pen and brush, and lightening other portions by
scratching, or scraping, away the chalked surface so as to
expose the white underneath. These operations produce
the shadows and high lights, and the printed surface of the

M ENGRAVING AND PRINTING METHODS §27

chalk paper provides the medium tones. Fig. 24 shows a
Ross-paper illustration for a magazine advertisement.

20. Another style of Ross paper is white, with the sur-
face embossed with a raised, stippled, or lined pattern. The
drawing is made by passing a soft pencil or a piece of
crayon over the paper, only the raised portions of which
receive the impression of the pencil or the crayon. The
result is a drawing that greatly resembles a hand stipple, but
is more regular in the arrangement and size of the dots, as
shown in Fig. 25.

21. Ross-paper cuts are not suitable for newspaper work
unless they are made about as large as the drawing, which
should be on coarse stipple paper. If fine stipple paper is
used or a coarse-stipple drawing is reduced, the dots and lines
in the cut will come too near together and the cut is likely
to fill up in printing. Ross-paper illustrations are used
chiefly in magazine advertisements. A number of different
effects can be produced with Ross paper. The six exhibits
shown at the top of Fig. 26 give some further examples.

22. Day Shading-Machine Tints. — Benjamin Day is
the name of the inventor of the tintograph. This is a
machine for tinting drawing paper, zinc, and copper plates, or
lithographic stones, thus shading the illustration already made
on the surface or giving a background tint, as desired. One
of a variety of transparent gelatin films, embossed with a
stipple or line design, is inked over with an ordinary roller
used by printers, and then placed face down on the drawing..

A great many effects can be produced by this machine.
The six exhibits in the lower half of Fig. 26 show some
examples. Some of the effects produced by the Ben Day
films are so much like Ross-paper work or hand stipple
that sometimes it is not possible to tell by what process an
illustration was produced.

The different values shown in Fig. 27, except the solid white
and the solid black effects, were produced by means of the
P>en Day process. The artist in making the drawing for this
illustration left white spaces that were afterwards filled in by

26

§27 ENGRAVING AND PRINTING METHODS 27

means of the Ben Day films. The film used for the figure at
the right was, of course, a lighter one than that used on the ,
figure at the extreme left. The artist drew with a pen the black
stripes in the trousers of the second figure from the left of
the illustration; the light-stripe effect was then produced
by means of the shading machine. Fig. 27 is an unusually
fine example of effective illustration. The contrasts are
very good. Of course, the figure in black was drawn almost
wholly with the pen; only the face and the hand were shaded
by the Ben Day machine.

23. Crayon Illustrations. — The illustrations known
as crayon illustrations are suitable for use in any pub-
lication. The drawing is made on very rough paper with a
lithographic crayon, or "grease pencil." This crayon, or
pencil, has a soft, greasy lead that adheres to the raised
portions of this rough paper. The completed drawing is
composed of black dots and irregular masses. A cut made
from such a drawing can be satisfactorily stereotyped or
electrotyped. The printed illustration is similar in effect to
hand stipple, as shown in Fig. 28. Crayon illustrations can
be made very artistic and are used in the highest grade of
advertising work.

24. Spatter Work. In making backgrounds or flat-
tened portions of outline drawings, spatter work is used.
The drawing, with the exception of the portions to be spat-
tered, is first completed. This spattering is done by snap-
ping, with a match or a knife blade, the bristles of a
tooth brush that has been filled with black drawing ink.
The portion of the drawing that is not to be spattered is
protected by a shield. When the brush is held near the
paper, the spatter is coarse and irregular; when held far
away, it is fine and regular. Fig. 29 shows an illustration
made in this way. This style of illustration is used only
in publications printed on good paper, as the dots are too
fine and too close together to stereotype satisfactorily or
to print on rough paper. When, however, the spatter is
coarse, the cut will print well on news stock.

During Onr

Winter Months*

the Summer Climate of the

West Indies

is enjoyed to the best advantage on the Winter Cruises of the " Prin-
zessin Victoria Louise." Three carefully planned trips have been arran;

I. To the West Indies and Nassau, leaving New York January 15th.

Duration 19 days; cost $.125.00 and upward.

II. To the West Indies, The Spanish Main and Nassau, leaving New York

February 6th. Duration 26 days ; cost $175.00 and upward.
HI. To the West Indies and Nassau, leaving New York March 8th. Duration
23 days ; cost $150.00 and upward.

To the Orient and Holy Land

by the luxurious S. S. Moltke on a 76-day cruise, leaving New York January 30, 1906. Ports
of call in Madeira, Spain, Gibraltar, Algeria, Italy, France, Sicily, Malta, Egypt, the Holy
Land, Turkey and Greece. Ample time allowed at each port for extensive shore trips. Cost
of Cruise $300 and upward.

Attractive short cruises in the Mediterranean and Adriatic Seas, and to Egypt and the
Holy Land by the new twin-screw cruising steamer Meteor during October, November, Jan-
ry, February and March. These cruises vary in duration from 14 to 33 days and cost
from $75 upward. Detailed information, itineraries, and beautifully illustrated
booklets will be sent promptly to any address upon application to the

HAMBURG-AMERICAN LINE

37 Broadway, New York
159 Randolph St., Chicago

1229 Walnut St., Phila., Pa.
901 Oliver St., St. Louis, Mo.

Fig. 28

An example of an illustration made from a crayon drawing. Reduced
from magazine-page size

28

Fig. 29

A trade-paper advertisement (reduced). The light portions of the
coat are rendered in spatter

BY a well-groomed man, people usually mean a well-
' dressed man, one who appreciates the niceties and
appropriateness of correct style. This kind of man
is given favorable comment, attentive consideration, pref-
erences. There is nothing mysterious about the way he
does it. It's usually by wearing Clothes made by The
House of Kuppenheimer,

Vou will be able to secure Kappenheimer Clothes in practically every
city and town where there is a good clothier— a particular merchant

THE HOUSE OF KUPPENHEIMER

CHICAGO NEW YORK BOSTON

Fig. 30

A reduced newspaper advertisement that illustrates the good effect obtained by
combining: two kinds of drawing:

Copyright, 1908, by Kuppenheimer & Co.

Fig. 31

A slightly reduced magazine illustration that is a fine example of
a combination stipple and line effect

31

An Adorable Girl

Comes to America

And tells what she sees in the "Smartest Set"
of New York and Newport. By the authors
of "The Lightning Conductor." The story of
"LADY BETTY" begins in the OCTOBER

Ladies' Home Journal

1 5 Cents at All News-Stands

THE CURTIS PUBLISHING COMPANY, PHILADELPHIA

Fig. 32

Reduced 3-column, newspaper advertisement showing the good contrast obtained by
combining- silhouette figures with a light line figure

32

Fig. 33

A combination of line effect, mass shading-,
and spatter

33

207—4

34 ENGRAVING AND PRINTING METHODS §27

COMBINATION JUNE CUTS

25. Frequently a superior illustration may be had by
combining; different styles of line work. The contrast often
helps each of the styles. Note how in Fig. 30 the stippled
figure of the man contrasts with the light-shaded figure of
the woman. Figs. 31, 32, and 33 show other good combina-
tions. Fig. 31 shows a combination of hand stipple and line
work and is an unusually fine example of clothing illustra-
tion for magazine advertising. Fig. 33 shows an example
of spatter, line effect, and mass shading combined.

HALF-TONE ENGRAVINGS

VARIOUS EFFECTS IN HALF-TONE WORK

26. Half -Tone Engraving Process. — Like line engra-
ving, the half-tone process is photographic and chemical
in nature. For fine book, magazine, catalog, and booklet
printing, half-tones are made on copper; for stereotyping
and printing in newspapers, they are made on zinc. Copper
half-tone^ are harder and more durable than those made of
zinc, and therefore reproduce more delicate gradations of
light and shade. Zinc half-tones can be more quickly etched
to a proper depth for stereotyping and are cheaper than
those made of copper.

To illustrate the process, assume that it is desired to make
a copper half-tone of a photograph. A negative of the
photograph is made, as in line engraving, except that the
light passes through a screen before it falls upon the negative
plate. This lialf-tone scree?i, as it is called, consists of two
pieces of glass that are ruled with parallel lines and joined
together in such a manner that the lines run at right angles.
The ruling on the different screens ordinarily used varies
from 55 to 200 lines to the inch. If there are 100 lines,, it is
termed a 100-line screen. The more lines there are to the
inch, the finer the illustration. The effect of the screen is to

Fig. 34

3tf ENGRAVING AND PRINTING METHODS §27

break the rays of the light into tiny separate beams on
the negative. If a half-tone illustration is observed closely,
it will be seen that the shades and tones are not solid
masses, but are tiny squares, or dots. If it were not for
this breaking up of the solid tones in this manner, the result
would be a plate that would print a solid color, with no
gradation of light and shade; there would be no intermediate

Pig. 35

Printed from a 100-line screen half-tone

values between the white of the high lights and the black of
the deepest shadows. The effect produced by the screen is
hardly noticeable in the dark portions of a fine half-tone, but
in the lighter part, the lines are visible, though the dots or
squares are very small.

Fig. 34 shows a coarse half-tone reproduction of a panel
that begins with a light tone and deepens until it is solid

§27 ENGRAVING AND PRINTING METHODS 37

black. This panel shows the effect of the half-tone screen
very clearly. This cross-line effect of the coarse half-tone is
sometimes confounded with stipple work, but the latter is
produced by a different process.

When the design has been transferred to the plate, the
plate is treated chemically and placed into an etching- solu-

Fig. 36

Printed from a line cut made from a drawing of the subject shown in Fig. 35

tion. This solution eats, or etches, away the lines, or tiny
grooves. The plate is then mounted. In the case of fine
half-tones, the plates are hand-tooled so as to bring out the
high lights and finer details more clearly.

27. Copy for Half-Toiies.— The chief point of differ-
ence between a half-tone and a line engraving is that the line
engraving can be reproduced only from a drawing or print

38 ENGRAVING AND PRINTING METHODS §27

consisting- of distinct lines, dots, or masses of color, all
possessing the same tone, while the half-tone, being essen-
tially a photograph on metal, can be reproduced from a
great variety of "originals," any of which may possess any
tint, varying from pure white to the deepest shadow. The
intermediate tints, or half-tones, are essential to the picture,
and from the fact that these are retained in the plates, the
process has been termed half-tone engraving. Half-tone
engravings can be made from photographs, wash drawings,
water-color paintings, photogravures, lithographs, steel
engravings, etc., or direct from the object itself. In repro-
ducing anything having colors, it is usually necessary to
take a photograph first. This photograph then serves as
the original from which the half-tone is made.

Figs. 35 and 36 show clearly the difference between the
illustrative effects of a line cut and a half-tone of the same
subject. Fig. 35 was printed from a half-tone made direct
from the photograph of the bookcase, while in order to
make the cut that produced Fig. 36, it was necessary to first
make a drawing from the photograph.

Probably more half-tones are made from photographs than
from any other form of copy. The illustrations shown in
Figs. 37 and 38 are half-tones made from photographs.

28. Half -Tones Direct From Objects. — It is possible
to make a half-tone direct from an object, provided the
object is nearly flat, so that all of it can be' brought into
focus. For instance, half-tones can be made direct from
gloves, buttons, combs, etc., but it is usually better to make
ordinary photographs and then paint them. Otherwise,
there is no opportunity to correct faults in the coloring and
lighting of the original.

29. Wash Drawings. — A wash drawing is a drawing
made with a brush, diluted India ink, and some water color,
the ink being made very faint where it is desired to have a
light wash or tone, as in the upper part of the illustration
shown in Fig. 34. Wash drawings for half-tone repro-
ductions are rendered in varying shades of one color,

If it isn't
an Eastman,
it isn't
a Kodak,

Folding
Pocket Kodaks
have achromatic lenses,
automatic shutters, are
made of aluminum and
load in daylight. $10.00
to $17.50. Eastman
Kodak Co., Rochester,
N. Y. Catalogues free at
the dealers or by mail.

PUT
A

KODAK
IN

YOUR

POCKET

Fig. 37

A striking: illustration produced from a half-tone made from a photograph.
39 Reduced from mag'azine-pagfe size

White House
Coffee

all right; no other
tastes like it!'

Pleased? The expression on the
countenance of our friend is quite
evidence enough ; and the expres-
sion of his sentiments of recogni-
tion stamps " WHITE HOUSE" as a
coffee to be relied upon— for abso-
lute uniformity of quality and
flavor. Perhaps you would like to
use such a coffee ? You can get
it from your grocer, without a
doubt. Try it ! If you have any
difficulty in obtaining it, send us
your grocer's name and address—
and yours-and we will arrange so
you can get it, besides mailing you,
free, our beautiful booklet about
coffee and sptces. Address,

DWINELL- WRIGHT CO.,

BOSTON OR CHICAGO,

whichever is nearest

Fig. 38

Reduced half-page, magazine advertisement
showing: an illustration made
from a photograph

41

The very soul of 'Qie malt-'
delicious, keaMinil, mvigoir
ating, and absolutely pure^
flie perfection of trewing-i

Pabst

Blue Ribbon

Fig. 40

42

44 ENGRAVING AND PRINTING METHODS §27

usually black or brown. To get good results, strong con-
trasts should be used. Most imitations of photographs
are made by this method, especially those depicting fashion
models.

30. Wash drawings are very often used to represent
objects that do not exist, or that need to be idealized for
use in an advertisement. The illustration shown in Fig. 39
is made from a wash drawing. As "Spotless Town" does
not actually exist, no photograph could be made of it. If it
is desired to advertise a building before its completion, a
wash drawing may be made from the architect's plans. If
the plans are well drawn, the wash drawing will reproduce
like a photograph. In fact, it is sometimes difficult to tell
whether a half-tone has been made from a photograph or
from a wash drawing. The illustration shown in Fig. 40,
for example, may be either from a photograph that has been
painted carefully or from an original wash drawing. It is
probably reproduced from photographic copy. If the sur-
roundings of a summer hotel are such that it is difficult to
secure a satisfactory photograph of it, a wash drawing may
be made in which undesirable features, are omitted or
idealized. Sometimes, when photographs are repainted,
certain objects are added to produce a more artistic effect.
Shrubbery, for example, may be added to the photograph of
a house that has no shrubbery around it. In Fig. 41, the
snow scene was painted around the head and shoulders of
the woman. White paint was used to make the snow flakes.
It is much easier to prepare a picture by this process than
to take a photograph during a snow storm.

31. Combination Wash Drawing; and Photograph.

A method that combines the freedom of the wash rendering
with the naturalness of photography, is one in which the
costume of some model is rendered in wash and the head is
a photograph. It is sometimes difficult to find a model that
can be satisfactorily photographed in the costume to be
advertised. To overcome this difficulty, the figure and the
costume are usually rendered in wash, in strict conformity to

§27 ENGRAVING AND PRINTING METHODS 45

the latest fashion. Of course the photographic head must
be in proportion with the rest of the figure and lighted from
the same side, otherwise the patching will be apparent.
When carefully done, the reproduction is deceptive in its
naturalness. Fig. 42 shows an illustration of this kind.

Fig. 43 shows how a photograph may be combined with a
wash drawing to give a unique effect. The photograph of
the man in this illustration was pasted on the drawing" and
the bottle painted, in wash, around the photograph.

32. Modeling-. — Strong and artistic half-tones are some-
times produced direct from clay or wax models \ Fig. 44 shows
a clay-modeled design used for a trade-paper back cover.
The object to be illustrated and the lettering are worked up
in clay or wax, the entire work being in correct proportion
to the space that the finished half-tone is to fill. The model
is set up before the engraver's camera and illuminated with
a strong side light, which produces heavy shadows. The
half-tone print is often marvelously realistic, the model
seeming to stand out from the page. As only an expert
modeler can make satisfactory models, this class of work is
quite expensive. Fig. 45 showrs another example of a half-
tone illustration from a modeled design.

33. Sunken Effects.— Displayed lines having a
sunken effect may be obtained by making a half-tone
direct from a paper matrix of the type. Fig. 46 shows an
illustration of this kind. The matrix can be made in any
newspaper office where stereotypes are used. The type
should be open, with plenty of space between the stems, and
not too heavy in design. The matrix should be deep and
clean. The molds of the type and border are inked or
painted to make them dark enough. When the half-tone is
being made, the matrix is lighted from the side, so as to
produce a strong shadow.

34. Water Colors and Pastels. — Half-tones can be
made from water colors and pastels, but these do not
make satisfactory originals, because the color values change
in the process. Thus, red will produce nearly as dark as

To the Man who
is Bottled Up

In shop or office, in factory or mill,
the I. C. S. offers the helping hand
of education. No matter how closely
you are confined to your work, how
tightly you are held by home ties, the
practical courses, By Mail, of the
I. C. S. gives you the opportunity to
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and influence. Whether you want to
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you want to advance to the higher
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whether you want to change to other
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can help you, where you are and as
you are. The cost is small.

Courses from $10 up

The terms are easy. There are no
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nothing to hinder or handicap you. If
you want to know how to get out of
your present condition, send for the
Free Book "1001 Stories of Success."

THIS Coupon

International Correspondence Schools

Box 1 171, SCRANTON, PA.

Please send me your booklet, "1001 Stories of
Success," and ex plain how I can qualify for the
position before which I have marked X

-Mech, Engineer
-Draftsman
-Electrician
-Telephone Engineer
-Steam Engineer
-Marine Engineer
-Civil Engineer
-Surveyor
-Mining Eneineer
-Sanitary Engineer
-Architect
-Textile Designer
-Commercial Law

— Metallurgist

— Chemist

— Orn. Designer

Navigator

Bookkeeper
— Stenographer
— Show Card Writer
— Ad Writer
— Window Dresser
— Teacher

French ) 'with

German ( phono-
"Spnnish ) graph

Name

Street and No.
City

Fig. 43

Half-tone from a wash drawing painted around a photograph. The plate was mortised
for the type matter. Reduced from magazine-page size

47

Fig. 45

he brilliant side light on the raised letters of the model throws them into bold relief

against the black shadows. The letters were modeled in imitation
49 of the type used regularly in Swift's advertisements

207-5

learn REAL Ad Writim
From Real Advertisers

Did you ever stop to think that advertising space is nothing but "space" — blank
paper. Every day, advertisers are spending thousands of dollars for space. Whether
this investment pays or not depends oh what is put in that space; namely, the ads.

Men who can write ads that will make expensive space profitable, can easily
obtain large salaries from advertisers. You need not be a genius, an artist, or a
printer to learn to write good ads' by our system. All you need is- average ability
and ambition.

We have been successful advertisers for more than twelve years. Just compare
our ads with those of other schools teaching advertising.

Our Course was written by our advertising manager, who also conducts the
instruction. It includes much more and better instruction than any other. Prove
this before enrolling by comparing our Instruction Papers with the matter sent out
by other schools.

Don't waste time and money with amateur correspondence schools. Enroll with
the I. C. S., "First and Best"— the school that teaches .ad writing as it should be
taught.

Lancaster Ave. and Fortieth Sr.,

Philadelphia. Pa., Oct. 13, 1903.

International Correspondence Schools,
Scranton, Pa.

Dear Sirs:

. The claims of the Schools to be of assistance to those wishing: to -improve their condi-
tion are, in my case, entirely justified, and I am convinced that it was one of the Wisest
steps I ever took, to enroll as a student in the Advertising- Course. I wish I could say some-
thing: to convince others of the wisdom of enrolling:. Forme it has already been a g-ood
investment, for although I have been a student less than three months, and am not hal'
through the Course, I have already sold enough ads to pay for the Course twice over, withoui
losing time from my work. Thanking you for your very careful criticism of my work, and

hoping to be a creditable scholar, I am.

Yours truly, Jos. W. Tatum.

Write today for -pur handsomely printed "Advertising Booklet."

International Correspondence Schools

BOX 812, SCRANTON, PA.

Tk Only PRACTICAL
Course in Ad Writing

Fig. 46

Half-tone illustration from stereotypers' matrix. The letters in this advertisement
appear sunken rather than raised ^

Father Time
Himself

Is not more punctual in his rounds
than the

ELGIN

WATCH

An illustrated history of the watch sent free.
ELGIN NATIONAL WATCH CO., Elgin, 111.

Fig. 47

61 Illustration from half-tone made from a pencil or crayon original

Shoe the horse, shoe the mare,
But let the little colt go bare!'

So says the old rhyme. . But there comes a time
when the little colt must go to the blacksmith, and
if the little colt is a valuable little colt, the owner
is most particular about the first shoeing. A poor
shoe may ruin a good horse.

We men and women }nust wear shoes too, and the

SOROSIS SHOES FOR ALL AGES AND ALL ARE RIGHT.

first shoeing is no less important to little boys and
girls, than to young colts.

Luckily, there is a sure way to be right.
There are Sorosis shoes for babies— shoes that will
help the feet to become strong and shapely, sound
and sweet.

A. E. LITTLE

Jnue. 1901.

& CO,, Lynn, Mass,

Fig. 48

A reduced half-tone illustration made from a charcoal original.

appropriate illustration

An artistic and

§27 ENGRAVING AND PRINTING METHODS

black, while blue will produce a light gray. The use of
orthochromatic plates will remedy this to a certain extent,
but this 'increases the cost of the engraving-.

35. Pen, Pencil, Crayon, and Cliarcoal Drawings.

Satisfactory half-tones can be made from pen, pencil,
crayon, and cliarcoal <lrawiiis*!<. The screen has a
softening and blending effect that reduces the contrasts but
yields a more refined illustration than if the reproduction
were in line. Figs. 47 and 48 show half-tones made from
drawings of this kind.

WOOLEN HINTS

FOLLOW "

and see how CLEAN —
SOFT and FLUFFY your
Woolens and Flannels will

Fi«. 49

Reduced half-paye. magazine illustration with a reverse effect, showing- half-tone
background that harmonizes with the illustration and the white lettering

36. Half-Tone Backgrounds. The half-tone princi-
ple is sometimes utilized to secure an intermediate tone as
a background. Fig. 49 shows a wash background repro-
duced, in connection with a photograph of a model, by the
half-tone process. This background harmonizes well with
the white lettering. Sometimes very black type or very
black illustrations are made more harmonious by half-toning
them and allowing the screen to soften the dense black.

54 ENGRAVING AND PRINTING METHODS §27

Unless the type is clear and of good size, however, there is
danger of it becoming indistinct when the half-tone is made.

Fine-screen half-tone prints can be used as copy for the
making of other half-tones, but such copy should be used
only in emergencies. The only way to get good results from
such copy is to make a new enlarged photograph from the
print and to paint the screen out, but such work means
increased expense. If the half-tone is made from a print
without the rephotographing and painting, the screens may
cross and the new half-tone will have a mottled appearance.
The slightly mottled effect in the face of the man shown in
Fig. 38 was caused by the fact that the half-tone made for
use in this Section was made from a proof of the advertise-
ment rather than from the original photograph.

COMBINATION LINE AND HALF-TONE

37. When it is desired to embellish a half-tone with line
ornament, or when the line work is desired for contrast with
the half-tone, a combination line and half-tone cut may
be made. Figs. 50 and 51 show illustrations of this kind.

The combination cut shown in Fig. 50 was mortised in the
center for the type matter. The shrubbery, vehicles, flags,
and figures in this example were painted in, as was also the
rear end of the building shown at the bottom, this building
not being completed at the time the photograph was taken.
The tooling of the sky background should be carefully noted.

The effect shown in Fig. 51 is often used in clothing
advertisements, the figure of the model being rendered in
half-tone, while the people and accessories in the background
are rendered in line; as a result, the half-tone figure is. made
very prominent.

In making combination line and half-tone cuts, the engra-
vers usually photograph the line drawing and the half-tone
portion separately, and then combine the two films and make
a combination cut. This is a better plan than making two
separate cuts and joining them. A line cut can be mortised
for the insertion of a half-tone, or the two plates can be

^7

INTERNATIONAL
CORRESPONDENCE SCHOOLS

International Textbook
Company, Proprietors

Scranton, Pa., U, S. A.

55

Fig. 50

Half-tones embellished with line ornamentation

Fig. 51 (Reproduced by permission)
Example of an illustration from a combination half-tone and line engraving-

tig. 56
Vignette

Fig. 57

Vignette finished with square base

58 ENGRAVING AND PRINTING METHODS §27

made separately and the half-tone sweated on the same base
with an electrotype (a metal copy) of the line cut. How-
ever, when the engraver has to make the combination, he
usually follows the method first described.

STYLES OF FINISHING HALF-TONES

38. A half-tone may be finished square, round, oval, or
irregular, and outlined in black, or with cut-out or solid
background, etc.

39. Square Half-Tones. — In a square half-tone, the

background is finished square. Such a cut may be sur-
rounded by a light or a heavy line, as shown in Fig. 52, or
it may have no line around it, as in Fig. 53. In the former
case, it is spoken of as square with line; in the latter case,
the term square without line is used. The background for
either style is usually carefully repainted to blot out any
objectionable accessories or surroundings.

40. Oval Half-Tones. — In Fig. 54 is shown an example
of the oval style with tooled background. Different kinds
of ovals may be had, fancy as well as plain.

41. Silhouette Half-Tones. — A half-tone illustration
with cut-out backgrotind is the same thing as silhouette
half-tone. Sometimes such half-tones are outlined with a
black line to protect the edges of the cut, as shown in Fig. 55.

42. Vignette Half-Tones. — The name given to the
style of finish in which the background or a portion of it
appears to fade away gradually into the paper is vignette
(pronounced vin-yet'). This style of half-tone should never
be used except for cuts that are to be printed on high-grade
enameled book or plate paper, because, with other grades of
paper, the desired effect cannot be obtained. In making a
vignette half-tone, the background of the copy is painted in
tints that are graded from the color of the object or its
shadow down to white. In most cases, the half-tone is
reetched to improve the grading of the tints, A vignette
half-tone is shown in Fig. 56.

§27 ENGRAVING AND PRINTING METHODS 59

Frequently, only a portion of the background around the
subject is vignetted, and the base or some other part is
finished square with or without a line, as shown in Fig. 57.

Vignettes are delicate and should not be used when an
extremely large number of copies of printed matter is wanted.
Such cuts are frequently used in two-color book printing, in
which the vignetted backgrounds serve as a tint to be run
under a portion of the type printed in a darker color. It is
better not to order vignette cuts in screens as fine as 175 or
200, as such fine cuts are likely to fill and smudge on the
vignette portions.

Fig. 58

Half-tone with solid black background

43. Solid-Background Half-Tones. — In Fig. 58 is
shown a solid-background half-tone. Such illustrations
are often effective because of the contrast between the
background and the half-toned object. The solid black is
obtained by painting, so that the portion of the plate that
is to represent the background is not attacked by the acid.
This class of half-tones should be printed only on good
paper; on cheap stock, the background will appear gray

§27 ENGRAVING AND PRINTING METHODS

61

and "smudgy," Some magazines object to a dense-black
background like that shown in Fig. 58.

44. Special Backgrounds. — The leading' engravers are
constantly finding new and improved methods of finishing
cuts. It would be practically impossible to give a compre-
hensive description of all these various methods, for some

Fig. 60

Half-tone with a stippled-background effect

are peculiar to certain engraving firms. Furthermore, some
of the effects produced are to be preferred only so long as
they are novel or distinctive. In Fig'. 60, for instance, is
shown an example of a half-tone to which a stippled-background
effect has been given. This is an agreeable variation from
the plain black background.

62 ENGRAVING AND PRINTING METHODS §27

45. Grouping. — It is sometimes desirable to group
several photographs in one illustration and use a line or a
half-tone background or framework more or less ornamental
in character. If the background or the framework is to be
in line, one of the methods described in Art. 37 is used. If
the background is to be in half-tone, it is usually rendered in
wash, the photograph pasted in place, and the entire group
half-toned in one operation. In either case, if the photo-
graphs to be grouped are not of the proper relative sizes,
separate negatives of the photographs and the background are
made, so that each can be reduced separately. The negatives
are then stripped and mounted together, after which the half-
tone is made. Fig. 61 shows a good example of a group of
half-tones ornamented with line work.

PAINTING AND TOOLING

46. Painting. — While a half-tone can be made from
almost any good photograph, the photographs that give best
results are those printed on glossy reddish or purplish paper.
Glossy velox is good and is easy to match in color when
retouching. Glossy papers take more detail. To get the
best results in the finished cut, the photograph should be
painted by an illustrator that makes a specialty of prepar-
ing copy for engravers. The term does not mean the use of
colors, for the work is done in black or reddish-brown
pigments. It is wonderful what improvement can be made
by painting. The contrasts can be made sharp. In fact, a
half-tone made from a painted photograph often shows such
objects as machinery more attractively than they are in
reality. Observe Figs. 62 and 63. Fig. 62 shows an illus-
tration made from a photograph of a paper cutter as it stood
in a printing office. The photograph includes many unneces-
sary details and a post is directly in front of the machine,
thus cutting off part of the view. Fig. 63 shows the illus-
tration produced from the painted photograph. The post
and the other unnecessary details have been painted out, and
the missing part of the view supplied. The difference in the

Fig. 61

Combination line and half-tone cut of a group of photographs

(1-1

65

207-6

66 ENGRAVING AND PRINTING METHODS §27

sizes of the machine as shown in Fig-. 62 and in Fig-. 63 is
due to the fact that in making the cuts to use in this Section
it was necessary to reduce the one shown in Fig. 62 more
than the one shown in Fig-. 63. But even if the original
photograph used for reproducing Fig-. 62 had been small, the

Fig. 64

Untooled half-tone from photograph that has not been painted

engraver could have taken a large photograph from the small
one and thus secured a foundation for the artist to work on.

47. While the best photographs are desirable, because
they save time and expense, the illustrator can cut out
undesirable details, add features from the descriptions con-
tained in blueprints and catalogs, and do other things to
bring out valuable details. Fig. 64 shows another example

§27 ENGRAVING AND PRINTING METHODS 67

of a half-tone made from a photograph that was not painted,
while Fig. 65 shows an illustration that was made from the
same photograph after it was painted. These two examples
show very clearly that, while it may mean an extra cost of a
few dollars to paint a photograph, it pays to have it clone
when the finest results are desired.

Fig. «'..-)

Half-tone from painted but untooled photograph

48. It is not necessary to have photographs mounted
when they are to be sent to an illustrator to be painted.
Photographers usually charge from one to two dollars for
making a single photograph of ordinary size. When it is
necessary to make a large illustration from a small photo-
graph, the small photograph should always be rephotographed
to a larger size and then painted carefully by a good
retoucher.

68 ENGRAVING AND PRINTING METHODS §27

49. Tooling-. — Nearly any half-tone plate can be im-
proved by hand or machine engraving, or tooling, as it is
called. This tooling- is especially effective in half-tones of
polished metal or glass, in which brilliant high lights are
desired. Photographs having large surfaces of nearly uni-
form color often reproduce flat in the half-tone. Rounded

Fig. 66

Tooled, or hand-engraved, half-tone made from painted photograph

effects and depth may be secured by tooling the fine lines.
Shadows or other large surfaces of a half-tone that are too
dark may be relieved by burnishing the plate at the places
where lighter effects are desired. Compare the waist of the
model shown in Fig. 66 with that shown in Fig. 65. While
this illustration was greatly improved by painting the photo-
graph, it was still further improved by special work on the
part of the engraver. The most ordinary use of reengraving

27 ENGRAVING AND PRINTING METHODS 69

is on backgrounds. Tooling these throws the objects in the
foreground into greater prominence, as will be seen by
noting the sky backgrounds of the half-tones shown in
Fig. 50. Background engraving may be done by machinery at
much less expense than by hand. Tooling also enables the
process engraver to correct faults due to poor painting of
the original.

Like painting, tooling is expensive; therefore, it is
important to secure the best possible photograph in the
beginning, so that little or none of this extra expense will
be necessary.

LETTERING ON HALF-TONES

50. When lettering is to appear on a half-tone back-
ground, it is advisable to have the letters outlined, unless,
of course, there is a marked contrast between the letter and
the background. In Fig. 67, the chief display letters are
entirely outlined with white. A black letter with white out-
lining is usually strong. The small white lettering in
Fig. 67 is not so strong in this reproduction as it was in the
original design, as the screen used in making the cut used
here covered the white in the letters and weakened them.

In Fig. 68 only one side of the letters is outlined, thus
giving the lines a pleasing block effect.

Fig. 69 shows an example of white lettering with a black
outline. The lower lines in this advertisement contrast so
well with the light half-tone background that no outlining
was necessary.

HOW TO ORDER HALF-TONES

51. Great care should be taken in ordering half-tones,
as it is only by giving explicit directions and furnishing first-
class copy that the best results can be obtained.

It is necessary to obtain the best copy procurable. If the
copy consists of a "flat" photograph, it is far better to have
another photograph taken, as the expense will be small
compared to the amount of valuable time consumed by the

Fig. 67

An example of black letters outlined with white on a half-tone background

Fig. 68

Block-letter effect obtained by using- white on one side of the letters 70

"YES. I F YOU USE

SAPOLIO

Fig. 69

An example of white letters with a black outline; also black letters with" no outline

71

72 ENGRAVING AND PRINTING METHODS §27

retoucher in bringing out indistinct features. Dead, bur-
nished, or gray photographs or wash drawings containing a
bluish tint or color should be avoided, as they show very
little contrast, and have a gray, indistinct appearance when
made up into plates. If the copy is faulty, the engraving
will be faulty in just the same degree, unless the defects are
corrected by retouching or etching.

52. If the ad-writer is acquainted with the different kinds
of screens, he should advise the engraver of the number of
line screen that is to be used. If he is not thoroughly con-
versant with screens, he should either let the engraver know
about the kind and quality of paper on which the half-tone
is to be printed or send a sample of it. If a sample of the
paper is sent, the engraver will use his own judgment as to
the number of line screen to be used. Whenever there is
any doubt, the matter should be left to the engraver, for the
best engravers are specialists and know what will give good
results on the various kinds of paper. It is also necessary
to state the style of finish required — whether it be vignette,
outline with no background, straight edge, with or without
line finish on edge, oval, circular, or with finished drawn
border.

In ordering "straight-edge" cuts, it is necessary to state
whether a single or a double line around the edge is wanted,
whether a white line should show inside the black line,
or whether the half-tone should come to the edge of the
plate without any line at all. In ordering an oval cut, both
dimensions — width and height — should be given, as ovals
vary greatly. On all square or rectangular cuts, only one
dimension of the plate, either the width or the depth, should
be given; the other dimension will of course reduce in
proportion.

53. Fig. 70 shows a drawing marked properly for the
engraver, and Fig. 71 shows an impression of a cut that was
made in accordance with the directions given. It may be
misleading to mark a drawing "Reduce one-half," because
this may mean one of two things: that the engraver is to

§27 ENGRAVING AND PRINTING METHODS 73

make the surface area of the cut half the surface area of the
drawing, or that he is to reduce the length and the depth to
a size that will make the surface area of the cut only one-
fourth the area of the original. The better method is to
direct just how many inches wide or high the finished cut
should be.

< z;4" *

Fig. 70

Drawing marked for reduction

If it is desired to have the cut of a different proportion
from the original — that is, to have the depth reduced more
than the width, or vice versa— a portion of the photograph
across the top, bottom, or sides can be covered with a paper
mask. Unless a photograph or drawing is square, it is not
possible to reduce both the length and the width the same

74 ENGRAVING AND PRINTING METHODS §27

distance, except by painting or covering up part of the orig-
inal. Thus , if a drawing is 6 inches wide and 4 inches high
and the height is to be reduced to 2 inches, the width will
be reduced to 3 inches, both dimensions being cut in half.
If a cut 2 in. X 2 in. were to be made from such a drawing,
part of the width would be covered or painted.

54. Method of Finding One Dimension When the
Other is Known. — It is an easy matter to calculate the
reduction when a drawing is 4 in. X 6 in., but when a
drawing with dimensions in fractional figures is to be
reduced to a given depth, it is more difficult to calculate the

size of the more reduced dimensions. Calculations may be
avoided, however, by adopting the following method:

Draw a faint pencil line around the original, making a
perfect rectangle and taking care to see that the extreme
outside of the original drawing, or photograph, touches on
all four sides the edge of the rectangle. Stretch a string
from the upper right-hand corner, just as the long line is
drawn in Fig. 72, which illustrates an example of a drawing
3 inches wide by inches deep that is to be reduced to
2 inches wide. By moving a ruler horizontally up from the
bottom until the 2-inch mark rests on the string, a point is

Fig. 71

Proof of cut made 21 inches wide, as directed in
Fig. 70

§27 ENGRAVING AND PRINTING METHODS

established that marks the height of the reduction — in this
case, 1 inch. A very faint pencil line may be drawn instead
of using a string, provided it is afterwards carefully erased.
It is better, however, not to draw pencil marks across photo-
graphs or fine drawings, but to make the calculations on a
sheet of paper of the same size. If the depth or height of
this reduction (Fig. 72) were known to be 1 inch and the
object were to find the corresponding reduced width, the
ruler could be moved along vertically from either side until
the 1-inch mark reached the string. This point would then
be seen to be 2 inches from the left side. The width of this
reduction would therefore be 2 inches.

Fig. 72

55. Improving- and Making- Changes in Copy. — If

it is desired to have the engraving house improve the copy
by painting, cut out unimportant parts, or put in some detail
not shown on the original, explicit directions should be
stated; otherwise, the bill for retouching may be higher
than was anticipated. Retouching is usually charged for at
the rate of about $1 an hour.

56. Mortises In Plates. — Very often advertisers want
a half-tone border, either emblematic of the subject adver-
tised, or purely ornamental, used around a type advertise-
ment. When such borders are made the space intended for
the type is cut out of the plate. This cutting out for the
insertion of type, in either half-tone or line cuts, is called

76 ENGRAVING AND PRINTING METHODS §27

mortising. Where coupons are used in electrotyped adver-
tisements, the electrotype is often mortised so that different
box or street numbers may be inserted in type. Each
number signifies a separate publication, and is known in
advertising as a "key."

57. Cost of Mortised Plates. — No reduction is made
for that part of the plate which is cut out. That is, if a
border plate is made up with the entire central space mortised
for type, the engraver charges the same for the plate as if
it were not mortised, measuring from the widest and deepest
parts. In addition, a small charge is made for the extra
work of mortising — usually 10 or 15 cents, but more if there
are many angles. Thus, a 52/f X 8r/ mortised plate will cost
a little more than a 5i " X 8" plate that is not mortised.

58. Time Required to Complete Half-Tone Engra-
vings.— While an engraver can turn out a half-tone engraving
in 1 or 2 days, the best results cannot be secured under such
conditions. Rush work on fine engravings is always unsatis-
factory, and, incidentally, is more expensive. If possible,
the engraver should be given at least a week to turn out a
first-class half-tone cut.

59. How Copy Should be Sent to the Engraver.

In sending a photograph, painting, wash drawing, or illustra-
tion of any kind to the engraver, particular care should be
taken to see that it is protected thoroughly, both back and
front, by cardboard or something else that will prevent
scratching and wrinkling and keep out moisture. If such
care is not taken, the defects caused by careless handling
will have to be corrected. The backs of unmounted photo-
graphs sent to engravers should never be written on, as the
impression of the pencil or pen will show on the face and
thus mar the half-tone cuts made from these photographs.

When an engraving must be delivered at a certain time,
the day should be specified definitely. If the engraver is
merely requested to "rush the job," he will not know
whether he has 1 day, 2 days, or 3 days in which to get
out the work.

§27 ENGRAVING AND PRINTING METHODS 77

If a photograph is to be returned without being impaired,
and at the same time some changes are to be made from the
original, the instructions should be explicit. The engraver in
such a case will take a new photograph from the original, will
make the required changes on the new photograph, and then
return the original.

The sender's name should be on every piece of copy sent
to the engraver.

60. Screens to be Used on Different Kinds of Paper.

For newspapers that are printed on ordinary cheap news
paper, and from stereotypes, a zinc half-tone of 55-, 65-, 75-,
or 85-line screen should be used. The 65-line screen is used
very extensively for such newspapers. The 85-line screen
is also commonly used. Engravers secure greater depth on
zinc plates with coarse screens, and for this reason such
plates give better results when printed on cheap paper.

For newspapers that use the best grades of news paper and
where the printing is direct from half-tones (no stereoty-
ping), a 100- or even a 120-line screen can be used. These
screens will show contrasts and details that would be lost in
the stereotyping process.

The 120-line screen is generally used for publications that
are printed on machine-finish paper.

For the higher grade of printing, such as that of high-
class magazines, trade papers, catalogs, booklets, etc., half-
tones made in 133-, 150-, 175-, or 200-line screen can be
used, according to the quality of the paper and the detail
required in the plate. The 133-line screen is the one used
for a large proportion of the general magazines, although
the 150-line screen is often ordered for use in the better-
printed standard magazines. See Fig. 73 showing a number
of screens from 65 to 200 lines.

61. Relation of Screen and Subject. — In reproducing
machinery, mechanical articles, scenery, etc. for catalogs,
where strong contrast and detail is essential, it is advisable
to use fine screens, say about 150 or 175 lines to an inch;
but if exceptional results are desired, a 200-line screen may

§ 27 ENGRAVING AND PRINTING METHODS 79

be used. The finer the screen, the more true to the copy
will be the result when finished, as the dots and lines are
practically unnoticeable in very fine screens.

THE MEZZOTONE SCREEN

62. Ever since the introduction of the half-tone plate,
photoengxavers have been striving- to overcome the mechan-
ical effect of the half-tone screen, with its regular lines and
dots. These dots are plainly evident on all screens of less
than 200 lines. Above 200 lines, the dots are so small that
they can hardly be seen; bat plates made from screens finer

Fig. 74

The mezzotone effect compared with 133-line, half-tone effect. The ornamental
background is line work

than 200 lines cannot be used with good effect in general
work.

In Fig. 74, the face on the left was reproduced by means
of the mezzotone screeii, which is designed to overcome
the cross-line effect of the half-tone0 Compare this face with
the face on the right, which is reproduced as a 133-line half-
tone illustration. A similar effect to the mezzotone is called,
by some engravers, a mezzograph screen.

It is questionable, however, whether the mezzotone will
ever seriously rival the half-tone. The very sharpness of
the half-tone is what commends it to many advertisers.
There is, however, a field in fine art work open to develop-

80 ENGRAVING AND PRINTING METHODS §27

merit, in which the mezzotone screen may play an important
part.

In process printing in colors, the mezzotone is already
popular, being- used for the yellow plate and often for the
yellow and the red plate, the final, or blue, plate being
printed with a cross-screen half-tone. The use of the mezzo-
tone in this class of work prevents the checker-board pattern
often caused by the two screens on plates of different colors.

The engraver should be consulted before specifying the
mezzotone screen; first, to be sure that the engraver uses the
process, and second, to ascertain whether the subject and
the copy are suited to the grain screen.

COLOR PLATES

63. Plates for Producing; Two Colors or Three
Colors. — If an illustration is to appear only in black and
white, only one cut is required. One cut will also be
sufficient if the reproduction is to be in the solid tones and
tints of one color, as the light tints can be produced by
breaking up the solid surface of the plate with fine lines of
white or by burnishing or stippling. If, however, two
distinct colors are to be used, or a color is to be used in
connection with black (black is not a color in the strict sense
of the word), two separate plates will be necessary and two
impressions will be required. If three distinct colors are
desired, it may be necessary to have three separate plates.
Three plates were used in printing the illustration shown in
Fig. 75. The dark gray used for the panel, or border,
• around the reproduction of the cloth required one plate; the
light blue, that is, the background color, was printed from
another plate; and the dark blue that produced the heavy,
blue diagonal lines in (a) and the blue lines in (6) required
a third plate. From the general appearance of Fig. 75 (b) ,
the blue lines are very light, not only lighter than the heavy
blue in (a), but even lighter than the background blue.
This effect is caused by the white lines that run parallel
with the blue lines.

Fig. 77

Proof of the yellow plate used in three-color work

I

I
I

I

!

Fig. 78

Proof of the red plate used in three-color work

207 §27

Fig. 79

Proof of the blue plate used in three-color work

Fig. 80

Stage of the illustration after the red plate in three-color work has been printed over the yellow
207 §27

Fig. 81

The illustration, fa, three-color work, ayt appeals atortte printing of the blue plate over the
207 §27

27 ENGRAVING AND PRINTING METHODS 81

64. Sometimes a three-color design can be produced
with two cuts. For instance, if it were desired to reproduce
a design in blue, red, and violet, only two plates would be
required — the blue and the red — for the red plate and the
blue plate could be made to lap one over the other, and thus
produce violet. A yellow and a blue can be made to lap
and produce green, and so on.

Fig. 76 illustrates how light-orange, black, and inter-
mediate effects can be produced with just two plates.
Fig. 76 (a) was designed for use at the top of a text page,
the capital I being used as an initial. The light orange of
this initial shows the exact color used for the orange plate.
Of course this orange plate printed solid orange only in a
few places. Most of the plate printed lightly, so as to
give a mere tint to the hands, the guide cards of the drawer,
etc. The combined tints of the orange plate and the black
plate give a rich coloring to the illustrations of the wood.
Most of the black plate was also made to give only a light
impression. In the lower right corner of Fig. 76 (b) , the
impression is almost a full black.

The plate that was used to produce the buff portions of
Fig. 76 is known as a tint block. Sometimes these tint
blocks have solid surfaces and print a solid tint of some
light ink. Other tint blocks have a stippled surface. The
Ben Day machine is used extensively in preparing tint
blocks that are to have a stippled or lined surface.

65. Three-Color Process. — Up to within a few years
ago, chromolithography was the only practicable process by
which colored illustrations could be produced. That process
requires from seven to seventeen or more printings from
stone, using as many colors and tones of ink. The expense
of having so many designs drawn on stone by a lithographic
artist was such that the advertiser could not be liberal in
the. use of colored illustrations.

In the latter part of the 19th century, it was discovered
that all the tints, shades, and lines of the various colors
could be produced approximately with inks of the three

207—7

82 ENGRAVING AND PRINTING METHODS §27

fundamental, or primary colors — yellow, red, and blue. This
process, known as the three-color process, provides for
the use of three plates, one representing all the yellow
elements of the picture or subject, another the red elements,
and another the blue elements, and these plates are printed,
one over another. The principle of the process is that all
colors are made up of yellow, red, and blue, which principle,
while not scientifically true as applied to light, gives approx-
imately correct results when applied to inks.

66. Three-color process plates are made by photograph-
ing on three separate plates that have been especially pre-
pared so as to be sensitive to the light rays, and, during the
exposure, cutting out all rays except those of the desired
color. The rays that are not wanted on the plate are cut off
by interposing light filters between the object and the photo-
graphic plate. In making the negative of the red values,
a green filter is used, and since green is a combination of
yellow and blue, the screen absorbs the yellow and blue
rays, letting only the red values pass through to the plate.
For the blue values, an orange screen is used, and as orange
is a combination of yellow and red, the yellow and red rays
are absorbed, and only the blue rays pass through to the
plate. The photographic negatives thus obtained are used
to produce copper plates representing the yellow, the red,
and the blue values.

These plates are printed in practically the same manner as
other half-tone illustrations, except that three printings are
required. First, the yellow plate is printed, next the red,
and then the blue; which completes the picture in all its
natural colors.

Figs. 77, 78, 79, 80, and 81 show impressions from a set of
three-color plates. Fig. 77 shows a print from the yellow
plate; Fig. 78, a print from the red plate; and Fig. 79, a
print from the blue plate. Fig. 80 shows the development
of the picture when the red has been printed over the yel-
low plate, and Fig. 81 shows the illustration after the blue
plate has been run. The subject of this illustration is a

27 ENGRAVING AND PRINTING METHODS 83

Kermanshah rug- of high grade. This reproduction, Fig. 81,
shows the range in coloring and gradations characteristic of
the original rug. There is hardly a trace of the primary
colors, but rather the richness and softness of Oriental
coloring. Such illustrations add greatly to the selling power
of a catalog.

In a catalog, an illustration of this character appears to
the best advantage when it is mounted on a special leaf of
paper of a harmonious color and used as an inset. Of course,
if there are many illustrations of this kind to go in a catalog,
the expense of mounting each on a special leaf would be
considerable and might possibly be considered prohibitive.

67. The printing of color plates is almost an art in
itself. A careless printer cannot produce satisfactory results.
The work of the artist, photographer, and plate maker must
be supplemented by the careful and skilful labor of an artist
printer. As the plates reach the printer from the hands of
the photoengraver, they are thin, copper slabs covered with
finely etched engraving, which seems like a mere mist on
the highly polished surface of the metal. These plates
must be fastened to a block to make them the proper height
for printing. The most approved way of doing this is to
secure them by means of adjustable catches, or hooks, to a
solid metal base, as by this method each plate can be adjusted
to the proper position, so that the colors may be super-
imposed exactly over each other. The make-ready must be
most thorough for each color, in order that none of the artis-
tic qualities of the print may be lost; and the work of the
printer must be mechanically correct as well, in order that
the plate, with its delicate tracery, may give a large number
of impressions without showing signs of wear. The amount
and the color of ink must be very carefully regulated, as a
variation in the supply will make a difference in the finished
product. Care must be taken with the paper before and
during the printing process, in order to prevent it from
stretching or shrinking; as either of these is detrimental to
good work.

84 ENGRAVING AND PRINTING METHODS §27

In order to produce an artistic and practical result, each
step of the process must be executed with fidelity and skill;
accurate plates, artistic etching-, the best paper, and the most
transparent ink, are required; and last and most important of
all, the printer must possess printing presses that "register, "
that is, the press must be so accurately made and adjusted
that when a sheet of paper is to be printed a number of
times-, the lines and dots of an illustration will strike in
exactly the same place on the sheet each time the paper is
run through the press. Errors in photographing and engra-
ving can, in a measure, be corrected; but should the press
fail to register, all the skill of the photographer and engraver
is lost.

68. The three-color process is one that affords the
advertiser a great opportunity. The manufacturer or dealer
in clothing cannot only show figures representing the cut
and style of the garments but he can at the same time show
colored prints of the goods, giving the full size of the pattern,
the color, and the weave. Gloves, suspenders, hose, neck-
ties, colored shirts, and light shades of shoes and slippers
are especially good subjects. Sporting goods can be accu-
rately shown, even to the exact production of the most deli-
cately colored flies used by fishermen. The book publisher
can use the process for illustrating the exact style and colorings
of bindings. The dealer in fine chinaware, pottery, or bric-a-
brac, has, in this method, an ideal way of presenting his
goods in all their harmonious shades and colorings. The
dealer in such merchandise as jewelry, wall paper, nursery
stock, etc., can, by mail, present to prospective customers
pictures of his goods that far outclass any word description.
Of course, when there are only a few colors in an illustra-
tion, as in Fig. 75, it is not necessary to use three-color
process plates; in such a case, an ordinary plate can be used
for each separate color.

69. Four-Color Process. — The preceding description
of the three-color process applies generally also to what is
known as the four-color, or quadri-color, process. In the

§27 ENGRAVING AND PRINTING METHODS 85

four-color process, however, a fourth plate is used. This
fourth plate is of light, black tones and is used merely to
give stronger values to certain parts of the illustration. This
plate is printed third, the blue plate being printed last.

COST OF PHOTOENGRAVINGS

70. Cost of Line Cuts. — Line cuts are comparatively
cheap. There is, however, no fixed scale of rates, some
engravers charging more than others. The rate varies from
about 5 cents to 7 or 8 cents a square inch for ordinary work.
Some engravers will make no cut, however small, for a lower
price than 75 cents; that is, if the rate that an engraver
charged were 6 cents a square inch, he would charge as
much for a cut having an area of only 1 square inch as he
would for a cut having an area of 12h square inches. Other
engravers have a minimum charge of 50 cents. As in other
kinds of work, the cheapest is rarely the best. It pays to
employ a first-class engraver.

In the making of cuts, usually a number can be made at
one time on a large plate and afterwards sawed apart. Small
mortises cost from 10 to 15 cents. If the mortises consist of
a number of : gles or corners, the cost will be more.

71. Cost of Half-Tones. — Half-tones cost from 15 to
25 cents a square inch. The minimum charge for ordinary
square-finished work varies with different engravers from
$1.50 to $2. Vignetted cuts and combination line and half-
tone cuts cost more than plain straight work. If two or
more half-tones from the same subject are ordered at the
same time, the cost of the extra cuts will be less than the
regular rate. The best engravers will not, however, cut the
rate merely because half a dozen different half-tones are
ordered at one time. If a customer sends an engraver a
great deal of work regularly, the engraver would probably
grant a lower rate. The square-inch price does not cover
the retouching of photographs or the tooling of plates. All
this special work, when required, is charged for in accordance
with the time and the character of the special work.

86 ENGRAVING AND PRINTING METHODS §27

72. Cost of Color Cuts. — It is not practicable to
attempt to give a comprehensive idea of the cost of color cuts
in line and half-tone. A subject may be so delicate that
even a small two-color engraving- may cost $25. The proper
plan is to consult an engraver, showing him the copy, if
possible, or explaining just what is wanted. A reliable
engraver will not charge exorbitantly.

MISCELLANEOUS INFORMATION

73. Inspection of Engraver's Proofs. — Proofs from
an engraver should always be inspected carefully, to see
that no lines appear that do not belong in the illustration,
and to see also that no lines are missing. Sometimes the
shadow made by the edge of a patch on the drawing will
come up as a line in the plate, and it also happens that the
action of the acid will be too strong on fine lines and will
eat them away entirely. Usually, these faults will be seen
by the engraver and corrected, but if the engraving repro-
duces an uncommon subject, it is possible for a defect to be
overlooked.

74. Difference in Quality of Engravings. — There
is much difference ' in the work of engravers, even in the
material and workmanship of the mounting. Some engravers
are not so careful as others to use solid, even wood for
bases and to nail the plates on level and solid. Unless a
plate is properly mounted, it will cause trouble for the
printer.

75. Comparison of Half -Tones and Line Cuts.

While coarse half-tones are. used freely in newspaper adver-
tisements, the line cut prints better wherever cheap paper
and fast presswork are necessary. The half-tone, on the
other hand, is used extensively in magazine advertising
unless the illustration is small, in which case the line cut
will usually give a bolder effect. The line cut may be used
to good advantage in large magazine advertisements, when
it is the object to get a bold effect. It is well to remember,

§27 ENGRAVING AND PRINTING METHODS 87

however, that many magazine publishers will line or rout
heavy line cuts so as to tone down the black, bold effect,
while they do not usually attempt to change the effect of a
half-tone.

76. Reproducing of Type Matter. — While type matter
printed in black can be easily reproduced in photoengra-
vings, the impressions made from reproductions of the type
faces will not be so clean cut as those made direct from
type. By comparing the type reproduced in a number of
the examples given in this Section with the type of the text,
this difference can be noted. When the reproduced type is
very small, the etching will necessarily be shallow in the
type faces, and there is danger of filling up and smudging,
particularly if a paper with a coarse surface is used in print-
ing. For this reason, unless it is particularly desirable to
show a facsimile example, better results can be had by
resetting the matter, although resetting is usually more
expensive than a line engraving would be.

If it is desired to reproduce some type matter that
appeared originally in 12-point type and to show the type
just half as high as it appeared in the original, the printer
could reset it in 6-point and get very nearly — though not
quite — the same effect. It is often a good plan, when it is
desired to reproduce an example containing an illustration,
merely to reproduce the illustration by photoengraving and
then reset the type matter. If a half-tone is made of a page
containing type, the screen of the half-tone will lighten the
solid black effect of the type faces. In reproducing a page
consisting of a half-tone and type matter, it is usually better
to reproduce the illustration by the half-tone process and
the type matter by the line-engraving method, having the
engraver make a combination line and half-tone cut. Then
the type portion will print sharply.

Copy consisting of difficult rule work, such as blanks with
vertical and horizontal columns, can often be drawn in India
ink and engraved by the line-engraving process more cheaply
than it can be set up.

88 ENGRAVING AND PRINTING METHODS §27

77. Line Cuts and Half-Tones of Type Matter.

When type matter is reproduced by the line-engraving proc-
ess, the etching between the letters and lines is deep;
therefore, when an impression is taken from such a cut the
background will appear white. When, however, a half-tone
is made from such copy, the screen used in making the half-
tone covers the white background, and an impression from
this kind of cut will show a gray background. This is
clearly shown in Figs. 82 and 83, which were made from the
same copy, Fig. 82 being the line cut and Fig. 83 the
half-tone.

If I were the advertising manager of a
store employing a large force of salespeople,
I should give a great deal of thought and
attention to this vital subject of how patrons
of the store are met and treated by the men
and women who are the store's living,
breathing representatives out on the firing
line. The best "store editorial" ever
written can be irretrievably nullified by the
vinegary countenance and curt manners of a
careless, negative salesperson.

When the advertising man and the sales
force work hand in hand, when the printed
claims of the store for courteous treatment
and fair dealing are carried out in actual
word and deed by advertising's powerful
right arm — the men and women who clinch
the sales — then, indeed, is that store destined
to win its way into the minds and hearts and
pocketbooks of its public.

Fig. 82 Fig. 83

Line cut reproduction of type matter Half-tone reproduction of type matter

The gray background is not always objectionable. It
indicates more clearly that the subject is really a clipping
or other reproduction. When the copy to be used in making
a half-tone has large white letters in it, and it is desired
to have them come out strong, the engraver should be
instructed to tool the screen from the letters. In Fig. 69,
the screen was tooled out of the white letters when the cut
was made for the reproduction in this Section. If this had
not been done, the letters would have been gray. Tooling
of this kind is very expensive, especially if there are many
letters and they are small.

If I were the advertising manager of a
store employing a large force of salespeople,
I should give a great deal of thought and
attention to this vital subject of how patrons
of the store are met and treated by the men
and women who are the store's living, -
breathing representatives out on the firing
line. The best "store editorial" ever
written can be irretrievably nullified by the
vinegary countenance and curt manners of a
careless, negative salesperson.

When the advertising man and the sales
force work hand in hand, when the printed
claims of the store for courteous treatment
and fair dealing are carried out in actual
word and deed by advertising's powerful
right arm — the men and women who clinch
the sales — then, indeed, is that store destined
to win its way into the minds and hearts and
pocketbooks of its public.

27 ENGRAVING AND PRINTING METHODS 89

LITHOGRAPHY

78. Lithography is a process of printing from stones
or metal plates that have been treated chemically so that the
ink will adhere to some parts of the surface but not to others.
While there is a slight etching- on the surface, the design is
not made to stand up in relief as in a line engraving.

Until the latter part of the 19th century, lithography was
practically the only satisfactory method of reproducing
designs in color. It is still used for a great deal of the more
artistic work, but the lower cost and the greater speed of three-
color and four-color processes have resulted in the displace-
ment of lithographic work to a large extent.

Until recently, all lithographic printing was done on porous
limestone. The basic principle of the process is simple.
The design is placed on the stone with greased crayons.
That part of the surface represented by the design will take
ink readily, but is impervious to water, while that part of
the stone not covered by the design absorbs moisture, thus
making it resist ink. Therefore, all portions of the surface
that do not enter into the design are kept moist.

There are many details connected with the work, but this
general principle is all that the advertising man need know.
The stones used in lithography are flat and are of various
sizes, up to 44 in. X 64 in.

79. Zinc and aluminum plates are now used extensively
in place of stone. While the method of printing is different
— it being possible to use the metal plate on a rotary press
— the general principle of reproducing the design is the same.

It is claimed by some authorities that just as meritorious
work can be produced from zinc and aluminum surfaces as
from lithographic stone, but other equally well-informed
lithographers deny this and continue to use the stone for
their best work. It is probably a matter of personal ability.
One man might do better work with metal and another with
stone. Metal, however, is much cheaper than lithographic
stone and very much lighter, and being used in a thin sheet,

90 ENGRAVING AND PRINTING METHODS §27

it is more easily and quickly handled. Where the most
artistic tints are desired, stone, on account of its mineral
properties, is said to give the best results.

80. Only one color can be printed at a time by the
original lithographic process. Therefore, a number of dif-
ferent designs and impressions are required for an illustration
consisting of many colors. The process is more expensive
than ordinary printing, but it is one that gives very beautiful
results, there being a softness about the finished work that is
lacking in other kinds of printing, and this makes it especially
popular among artists.

The original lithographic stones containing the artist's
designs are not ordinarily used in the presswork, unless the
edition to be printed is small, but are filed for future editions.
An important reason for not using the originals is that only
one copy of a color can be printed at a time from an original
stone, while by transferring the design, sometimes as many
as fifty copies of a color, may be printed from a single stone,
provided the design is not too large. After the full num-
ber of colors is printed, the sheets are cut apart, making
fifty complete illustrations.

81. The press ordinarily used in lithographic printing
greatly resembles a flat-bed printing press, the only impor-
tant difference being that provision is made for moistening
the stone as well as inking it. The moistening is done by
means of damp rollers, which precede the inking rollers.
This style of lithographic press, however, is gradually being
supplanted by rotary presses that use aluminum plates and
have all the requisites for the highest grades of lithographic
printing. For certain classes of work, the light aluminum
plate and the fast-moving rotary press are improvements
over the heavy stone and the slow-moving flat-bed press.
The pliability of the aluminum plate and the ease with
which it can be adjusted to a printing cylinder have resulted
in the introduction and use of two- and three-color rotary
lithographic presses, which print two or three colors at one
time. This method gives results that are equal to those

§27 ENGRAVING AND PRINTING METHODS 91

obtained by a single-color press, and, from an economic stand-
point, is a great step in advance, as it permits lithographers
to compete with the three-color printing process now in
general use.

The colored illustration of the Uneeda Biscuit Boy, shown
here, is an excellent example of the lithographic inserts used
by leading national advertisers in popular magazines.

WOOD ENGRAVING

82, Wood engraving is one of the early methods of
producing illustrations. This method is still used for certain
classes of work, but the saving in time and cost brought
about by photoengravings has been such that comparatively
few illustrations are now produced from wood engravings.

A fine wood engraving requires great skill and well-devel-
oped artistic ideas on the part of the engraver, but the method
is simple. A design is either drawn on the wood or printed
on it by means of photography. The engraver then cuts
away, with hand tools, or with a machine, the portions of the
block that do not enter into the design, leaving the design
standing in relief, as in photoengraving. Shadows and tints
are produced by regulating the space between lines and dots.

83. The wood generally used for the higher grade of
wood engraving is boxwood. This wood has a very fine
grain and is adaptable to the engraving of very fine lines.
Rock maple, mahogany, and pine are used for coarser grades
of work. As an engraving is made on the end of the grain,
the block is sawed across the grain and is about 1 inch in
thickness; it is then planed and polished so as to make it
type high. Large blocks are made in sections on which
several engravers may work at the same time, thus facilita-
ting the production of large and intricate work that would
otherwise require several weeks of the time of one engraver.

The tools used in wood engraving consist of a set cf
pointed gravers, tint tools, and chisels. The gravers are used
to cut the fine lines necessary to produce the design. The

95

The Character of the Contents of

THE YOUTH'S COMPANION

best shown by its Contributors. Among the famous writers already engaged for the Volume for 1898, may
be mentioned the following:

,C STATESMEN

g RIGHT HON. W. E. GLADSTONE
£ HON. THOMAS B. REED.

THE DUKE OF ARGYLL.

HON. GEO. F. HOAR
THE MARQUIS OF DUFFERIN AND AVA.

the marquis of lorne.

hon. henry cabot lodge.

hon justin McCarthy, m. p.

And more than One Hundred Other Eminent Men and Women.

THANKSGIVING DOUBLE NUMBER 600,000 Copies

THE YOUTH'S COMPANION, BOSTON, MASS.

STORY-TELLERS.

RUDYARD KIPLING

W. D. HOWELLS.

FRANK R. STOCKTON.

I. 2ANGWILL.

MARY E. WILKINS.

HAYDEN CARRUTH.
CY WAR MAN.

MRS. MARGARET E. SANGSTER.

Fig. 86

An excellent woodcut illustration of William E. Gladstone used in an advertise-
ment of The Youth's Companion

94

§27 ENGRAVING AND PRINTING METHODS 95

tint tools, which have fine chisel points, are used in cutting
tints, such as skies and flat surfaces. A large part of the
work formerly done by hand is now done with machinery,
thus saving time without detracting from quality.

84. In Fig. 84 is shown a fine example of a wood-
engraving illustration. Wood engraving is particularly well
adapted to machinery illustration. Compare the illustration
shown in Fig. 84 with that shown in Fig. 85, which is a half-
tone illustration from a photograph of the machine shown in
Fig. 84. While the illustration in Fig. 85 does not represent

Fig. 87

Illustration from line cut made in the wood-engraving: style

the finest effect that can be produced from a retouched
photograph, the two exhibits afford a good example of the
superiority of woodcuts for certain kinds of illustration. Of
course, the cut used in reproducing the illustration shown in
Fig. 84 would cost more than the cut used for the illustra-
tion shown in Fig. 85, and it is this difference in cost that
has caused the displacement of woodcut illustrations to such
a large extent. Fig. 86 shows another good example of
woodcut illustration. The large engraving houses usually
have a wood-engraving department.

96 ENGRAVING AND PRINTING METHODS §27

Original woodcuts should not be used for printing. Elec-
trotypes may be made that give practically as good results
as the originals. The cost of new electrotypes to replace
old or injured ones is very small when compared with the
expense of making new woodcuts. The make-ready of
illustrations is much easier when electrotypes of woodcuts
are used than when half-tones are used, and paper of highly
polished surface need not be used.'

85. Woodcut Style of Eine Drawings. — Many line
drawings, particularly those of machinery and similar sub-
jects, are nowadays made in a style resembling wood
engraving. Fig. 87 shows an example. Sometimes these
drawings are so nearly like wood engravings that only an
expert can distinguish them. Nevertheless, though these
drawings answer all practical purposes in most instances
and can be reproduced by photoengraving at a much lower
cost than that of wood engravings, it cannot be said that
line work is equal in quality to the finest wood engravings.

STEEE AND COPPER-PLATE ENGRAVING

86. Announcements of the conventional kind and cards
to be used in making social calls are usually printed from
copper plates. In the advertising world, those who wish
to use announcements and cards that are more exclusive and
distinctive than the kind printed from type, have them pro-
duced from copper engravings. Letter heads of a distinctive
and high-grade class are produced from steel engravings.
These two kinds of engravings may be considered as one
class.

In making these engravings, the lettering or the design is
cut down into the plate instead of being cut out in relief as
in photoengraving and wood engraving. The ink fills these
lines and is wiped away from the smooth part of the plate so
that only the lines or the design appears on the paper. The
ink used is of a special kind, and when dry stands up on the
paper so that it can be felt by passing the fingers over
the surface.

27 ENGRAVING AND PRINTING METHODS 97

Steel-engraving and copper-engraving work is slower and
more expensive than ordinary printing, but its distinctive-
ness makes it worth more. Types are now made that
imitate the engravers' styles of lettering, but cards and
announcements printed from such type by the usual printing
process do not compare favorably with matter printed from
engraved plates.

EMBOSSING

87. /The class of work known as embossing is that in
which the letters or the designs to be reproduced are visibly
raised above the general surface of the paper. If a sheet
containing embossed letters or designs is reversed, a con-
cave reproduction of the embossing will be seen. Unless
the matter to be embossed is something simple, like a plain-
rule design, it is necessary to have a special die made by an
engraver. Embossed effects can be produced on an ordinary
job-printing press, but the best work is done by means of
heavy presses made especially for this purpose. Embossed
letter heads are more distinctive than those printed from
type, but the work is more expensive.

207-8

ENGRAVING AND PRINTING
METHODS

1. Process of Electrotyping. — An electrotype is a

metallic copy of either a type form or an engraving, or both.
It is made by means of electrolysis, as in electroplating,
and is used in the same manner as the original- type or
engraving.

The usual electrotype process consists first of making a
wax impression, or mold, of the matter to be reproduced.
After receiving some special treatment, this mold is placed
in a bath containing a plate of copper suspended in a
solution of copper sulphate, where, by electrical action, a
thin shell of copper is caused to be deposited on the mold.
As soon as this copper shell has attained the proper thick-
ness, depending on the class of electrotype to be produced,
it is removed from the wax mold, coated on the back with
tin solder, and then backed up with electrotype metal to the
regular electrotype thickness, which is about i inch for
blocked work and i inch for unblocked work.

Fig. 1 shows a form containing type matter and a cut
locked up ready to be electrotyped.

The electrotype plate, when trimmed, is ordinarily mounted
on a kiln-dried block of wood, and fastened in place with

(PART 2)

PRINTING METHODS

ELECTROTYPING

COPYRIGHTED BY INTERNATIONAL TEXTBOOK COMPANY.

ALL RIGHTS RESERVED

§28

Fig. 1

§28 ENGRAVING AND PRINTING METHODS 3

screws or nails, the whole being made type high. The fin-
ished plate, or electrotype — commonly called electro, for
short — is then ready for printing. Fig. 2 shows an electro-
type mounted on a wooden base.

2. Lead-Molding Process of Electrotyping. — Anew
process of electrotyping, in which sheet lead instead of wax
is used for making the mold, has recently been discovered
by Dr. Eugene Albert, of Munich, Germany. This process
has been introduced into the United States and is being used
generally. It produces better results with half-tones than
where the mold is made in wax, and promises to revolutionize
the older electrotyping methods for the reproduction of illus-

Fig. 2

trations. The finished product is so nearly a counterpart of
the original that no one but an expert can tell the difference
between the original and the duplicate when they are printed
side by side.

3. Use and Advantages of Electrotypes. — For vari-
ous reasons, it is not always advisable to use original engra-
vings in printing. In the first place, if an expensive original
engraving is accidentally injured, it must be replaced at the
original cost, and in the meantime there may be much delay
in carrying out the work. Furthermore, after a certain
amount of use, an original engraving will show signs
of wear, and to keep the printing up to the standard,

4

ENGRAVING AND PRINTING METHODS §28

another original engraving will have to be made. In print-
ing from an original, only one form containing that illustra-
tion can be kept running, and this feature alone would be a
serious disadvantage in printing large editions. Of course,
an advertiser can order a number of original copies of an
engraving, and sometimes this is done. This plan increases
the cost; but as, until very recently, it was possible to secure
very much better results by the use of originals, advertisers
frequently used nothing but original engravings for their
most expensive work. However, it is usually advisable to
have an electrotype made from the original engraving and
to keep the original for future use.

4. Type pages are also frequently duplicated by this
method, especially when very large editions are to be printed.
The electrotyping of type pages saves wear on expensive
type, and, also, when a set of electrotype plates has been made,
these plates may be filed after one edition has been printed.
In this way it is possible to print a later edition without
expense for composition unless, of course, it is necessary to
make changes. The electrotyping of type pages, however,
is advisable only in cases where large editions are to be
printed, where the composition is very expensive, or where
later editions are likely to be required without extensive
changes. It is sometimes advisable to have a number of
sets of electrotypes when a large edition is to be printed of
a small folder or booklet. If, however, an edition of only
about 5,000 copies of a booklet or a folder is to be printed,
nothing will be saved by having duplicate electrotypes. On
all large jobs, it is advisable to consult the printer as to cost
of presswork in order to find out whether a saving can be
effected by having a number of sets of electrotypes made.

Not only does electrotyping save the wear and tear on costly
type and engravings incident to printing long runs from origi-
nals, but it also serves to prevent errors. If the electrotype is
correct in the first place, it continues to be correct — no illus-
trations to be printed wrong and no letters or words to drop
out. The only thing that can happen to an electrotype out-

28 ENGRAVING AND PRINTING METHODS 5

side of legitimate wear is that some part may be smashed;
but this is a matter of rare occurrence.

5. Half-Tone Electrotypes. — Ordinarily, the 133-screen
half-tone is as fine as will give satisfactory electrotyping
results where the paper used in printing is of the quality
used by the large general magazines. However, electro-
types of the 150-screen half-tone should give very satis-
factory results when printed on a good grade of enameled
book paper.

6. Special Electrotypes for Color Work. — Electro-
types intended for use in color printing are often plated with
silver or nickel, owing to the fact that many inks, particularly
red, are affected by copper-faced electrotypes. Moreover,
colored inks are, in many cases, injurious to ordinary elec-
trotypes. Some of these inks, especially those of a reddish
color, have a tendency to eat away the copper face, thereby
shortening the life of the electrotype.

7. Solid Electrotypes. — The finished electrotype is not
always mounted on a wooden base. When the electrotype
is too small to hold nails, or when there is no place to insert
them, or for any special reason a wooden base is not prac-
ticable, it is customary to mount the electrotype on a solid
lead base by means of a process called sweating. An elec-
trotype thus mounted is called a solid electrotype. A
solid electrotype has a decided advantage over one with a
wooden base, in that it has no wood to warp and shrink and
no nails or screws to work loose. The objections to the
solid electrotype are the extra expense for metal, the extreme
weight, and the increased cost of mailing, when that is
necessary. Some newspapers, however, refuse to accept
for stereotyping, electrotypes that are not mounted on metal
bases. (The process of stereotyping is explained further
on in this Section.) If an electrotype with a wooden base
is sent to a newspaper that stereotypes its pages, the elec-
trotype will be dismounted. In fact, the better plan is to
send unmounted electrotypes to such newspapers when it is
not practicable to send those mounted on metal bases. In

6 ENGRAVING AND PRINTING METHODS §28

ordering an electrotype it is always advisable to specify
whether wood or solid metal is wanted for a base; or, if the
electrotype is wanted without a base, this fact should be
made known. In the absence of specific instructions, the
electrotyper will mount an electrotype on a wooden base.
Electrotypes can be curved for use on rotary presses.

8. Anchored Plates. — If the space along the edges or
on the inside of either an original cut or an electrotype is so
crowded that none can be spared for nailing, it will be neces-
sary either to mount on metal or to use a wooden block and,
instead of nailing, to fasten the plate by the method known
as anchoring. By this method, holes are bored through

Fig. 3

the block and metal plugs or screws are soldered to the plate;
as the ends of the solder plugs are larger at the base of
the plate than they are in the middle, they clamp the plate
tightly to the block. As mounting on metal is more expen-
sive than mounting on wood, electrotypes for mail-order
advertisements are frequently anchored.

9. Patent Blocks. — In many printing offices, either
patent adjustable blocks that have clamps for holding
the plates or patent stereotype blocks take the place of
the wooden or the metal base of the ordinary electrotype.
When patent adjustable blocks are used, the electrotype is
beveled on all four sides; but when patent stereotype blocks
are used, the electrotype is beveled only on the two sides,

28 ENGRAVING AND PRINTING METHODS 7

the top and the bottom being trimmed square and flush with
the type. This is done in order to allow the clamps on the
different styles of blocks to grip the plate properly. Fig. 3
shows one of the styles of patent adjustable blocks with
electrotypes clamped in position.

10. Making- of Duplicate Electrotypes. — Any num-
ber of electrotypes can be made from either a type form or an
electrotype. The type form, however, is preferable for this
purpose, as making an electrotype from an electrotype has a
tendency to thicken the face of the plate. In reproducing
fine half-tone engravings, the mold should always be made
from the original, as by the ordinary electrotyping process
the depressions will be somewhat shallower and the lines a
little thicker in an electrotype made from an electrotype.
While fairly satisfactory results can be had from cuts of
bold, clear, illustrations, the original engraving is sharper
and deeper and gives better results. It is for this reason
that the large magazines that have to duplicate plates in
order to run the same page on a number of presses always
ask that original half-tones be sent them.

11. Stereotyping' of Electrotypes. — Electrotypes can
be stereotyped satisfactorily unless they contain fine-screen
half-tones. It is not safe to expect the best results on
ordinary newspaper stock from a stereotype made from a
half-tone electrotype of finer screen than 85 lines.

12. Alterations and Mortises in Electrotypes.
Slight changes can be made in electrotypes without much
trouble or expense — about 10 or 15 cents for each patch —
but extensive corrections will cost more than resetting and
reelectrotyping; besides, numerous corrections will weaken
the plate, and thus shorten its life and create a possibility
of breaking when being printed.

Electrotypes may be mortised at slight cost for the
insertion of keys, box numbers, local addresses, etc. Elec-
trotypes are not always mortised for keys. Sometimes the
key is patched on. Sometimes, too, when every line of
space must be saved and it is expedient to save the space

8 ENGRAVING AND PRINTING METHODS §28

occupied by the shoulder of display type, the line of display
will be electrotyped separately and the shoulder space
trimmed off the electrotype strip; this strip will then be
patched on the other plate in its proper place. If the adver-
tiser expects to save original engravings and to use mortised
electrotypes, it is better not to mortise the original. It is
easier for the electrotyper to mold from a flat plate and then
saw out the mortise.

13. Correcting' and Patching Plates. — It is really

remarkable what engravers and electrotypers are able
to do in the way of correcting and patching plates. An
engraver can readily cut out any part that is not wanted
on a cut, provided its place can be left white, and can trim
down lines or soften them by tooling, change full lines
into dotted lines, etc. To build up lines is more difficult,
and yet where solder can be placed, lines may be added or
injured parts repaired. Small breaks in lines can sometimes
be restored without soldering. Entire paragraphs may easily
be inserted, as for instance, new patches upon the old plates.

It is possible for an electrotyper to build up display letters
that have been accidentally smashed, and even to cut off the
faces of regular type and put them in an electrotype so that
• they will print well.

14. Plates for Columns of Different Widtlis. — In

making plates for a large number of newspapers, it should be
borne in mind that there are a number of papers with columns
that are only 12 or 12^ picas wide. If plates 13 picas wide,
or 26i picas for double-column advertisements, are furnished
to newspapers that have narrow columns, it will be necessary
for the printers to shave off the borders or to reset the copy,
sawing up the plates to get the illustrated portions. There-
fore, before sending out plates to a list of newspapers, the
column widths of the papers should be ascertained. If it is
not practicable to make all cuts a trifle narrow, so that they
may be used in both 12-pica and 13-pica columns, and also
not practicable to make special plates for the narrow-column
papers, plates or matrices of only the illustrations should be

§28 ENGRAVING AND PRINTING METHODS 9

furnished to all papers whose columns vary from the standard,
and layouts or proofs sent in order that the copy may be set.

15. Plates foi* Maximum Column Width. — If it is

desired to have an illustration exactly fill a single-column or
a double-column space, the engraver should be instructed to
trim the block close to the sides; otherwise, he may leave a
margin of i or i inch of the block on each side so as to have
space for nailing the metal to the block. Usually, when the
engraver is instructed to trim the block close to the edge of
the illustration, space for nailing can be found at the top
and the bottom and in the central part of the cut.

16. Life of Electrotypes. — The life of an electrotype
depends on the care taken in its manufacture and on its
usage. As a rule, the ordinary electrotype is good for
100,000 impressions. There is a great difference, however,
in the quality of electrotypes. The copper shell may be
made thick or thin; if it is too thin, the life of the electrotype
will be short.

17. Time Required to Make Electrotypes. — The

average time allowed for making an electrotype is about
24 hours. If absolutely necessary, however, an electrotype
can be made in 3 or 4 hours, but the shell is likely to be
thin or weak and unreliable.

18. Cost of Electrotypes. — Electrotypes are not
expensive. In general, it may be said that ordinary electro-
types from type or line engravings cost from 2 to 3 cents a
square inch, the minimum charge varying from 15 to 25
cents. Electrotypes of half-tones cost from 3 to 4 cents a
square inch, the minimum charge varying from 25 to 35
cents. Many different small electrotypes can be molded on
a sheet of wax at the same time, the electrotype plate being
afterwards sawed apart.

19. Care of Electrotypes. — To retain their efficiency,
electrotypes must be cared for properly. They should be
kept in a case by themselves, face down, and if placed one
upon another, a piece of blotting paper or heavy cardboard

10 ENGRAVING AND PRINTING METHODS § 28

should be placed between them. If electrotypes are handled
as if they were scrap iron, nothing- but poor printing will
result. Electrotypes should never be kept with their faces
.together; nor should any hard substance be allowed to
touch the faces. An electrotype is a very delicate article,
and the slightest scratch or indentation on the face will show
on the matter printed from it.

MISCELLANEOUS INFORMATION ABOUT ENGRA-
VINGS, ELECTROTYPES, AND MATRICES

20. Original Half -Tones for Large Magazines.

Owing to the fact that some of the larger magazines make
several electrotypes of all advertisements in order that the
same page may be run on several presses, it is advisable, if
the advertisement contains half-tone work, to furnish each
publication an original half-tone. When the half-tone is
only part of the advertisement, the advertiser can send the
original cut to the publisher and have him set up the type
portion. This plan, however, means that proof must be
forwarded to the advertiser, and unless the layout has been
made with great care and the advertisement has been
unusually well set, a few changes will likely be necessary on
the first proof. If the advertisement is to be run in many
magazines, the better, and the usual, plan is to order the
requisite number of original half-tones and to have the
advertisement set in an advertising agency's composing
room, or at a first-class job office. When the setting is
exactly right, the type portion of the advertisement can be
electrotyped — one electrotype for each magazine— and then
one of the original half-tone plates of the illustration sweated
on in its proper position in each electrotype.

When this plan is followed, the advertiser can be sure
that, unless the plate is injured, his advertisement will
appear the same in each medium. If the electrotypes reach
the publishers in first-class condition, the quality of paper and
the presswork of the various publications will account for
any differences that may show in the printed advertisement.

28 ENGRAVING AND PRINTING METHODS 11

The delay incident to having proof come from various pub-
lishers in different cities will also be avoided. Of course, if
the advertisement is set at a job-printing office, there will be
an expense for composition as well as for electrotyping that
could be avoided by asking publishers to set the copy; but
the saving of this expense is more than balanced by the
better service that results from furnishing a complete plate
to each publisher.

It is a regrettable fact that the average newspaper office
does not give the service that advertisers should receive, but
sets most of the advertisements in a uniform style, often
when carefully executed layouts are sent along with the copy.

21. Pattern Plates. — Even when there is no necessity
for furnishing each publication with an original half-tone, it
is more satisfactory, in cases where a series of advertise-
ments is to be sent to a number of magazines or newspapers,
to have original, or pattern, plates made carefully and
to send each publication electrotypes or matrices of these
patterns. In this way, if new mediums are added to the
advertiser's list from time to time, it will be easy to furnish
the publishers with sets of plates or sets of matrices. The
pattern plates, will, of course, be kept on file by the adver-
tiser or the advertiser's agency.

Matrices can be furnished to newspapers at a lower cost
than electrotypes, and when the advertisements are of small
or moderate size, they can be forwarded by mail at small
expense. Before sending a matrix to a newspaper, however,
the advertiser should be sure that the newspaper has facili-
ties for stereotyping. Some of the newspaper directories
specify in the description of each newspaper whether or not
matrices can be used by the publisher. If a matrix is so
small that it cannot be forwarded safely in a letter, it should
be protected by stout pieces of pasteboard. Occasionally,
it is a good plan to furnish newspapers with matrices of only
the illustrations, requiring them to set the type portions of
the advertisement. This plan is sometimes a good one when
column widths are not known and there is not time to find out.

12 ENGRAVING AND PRINTING METHODS S 28

COMPOSITION

22. The term composition means, in the printing world,
the setting of type. A person that sets type is therefore
known as a compositor.

Composition is of two general classes, namely, hand com-
position and machine composition. Hand composition is much
slower and is more costly, but is the better method for many
classes of work. Though great advancement has been
made in the setting of difficult wTork by means of type-
setting or type-casting machines, there are still various
kinds of work that can be performed only by hand.

HAND COMPOSITION

23. Type. — Some very large type, such as that used for
posters, is made of close-grained wood, which material is
cheaper and lighter than metal. Most type, however, is made
of metal — an alloy being used that permits hardening — so
that, unless the type receives rough usage, it may be used
for a long time before the faces show signs of wear.

24. Fonts. — Type for hand composition is made by
type founders and is sold to printers in fonts. In making
up the fonts, the type founders do not include as many of
such letters as x, z, etc. as they do of the more generally
used letters, such as a, e, etc. Fonts vary in size, but no
matter what the size is, the founders endeavor to so propor-
tion the quantity of each letter or character that the printer
will not ordinarily use all of certain letters or characters
while having a large quantity of others on hand. Of course,
if a piece of composition contained an unusual number of
capital letters or a great many quotation marks, a font that
would ordinarily be large enough for a job of that size would
not contain enough of the capital letters or quotation marks.

Ordinary body types are usually sold by the pound, the
founders aiming, however, to preserve the proper proportion
of the different letters and characters. Display type may
also be purchased by the pound.

§28 ENGRAVING AND PRINTING METHODS 13

25. Type Cases. — When packages of type are received
from the foundry, the printer places the various letters and

Fig. 4

characters into the compartments of type cases. In Fig-. 4
is shown the front view of a modern type cabinet with three

Fig. 5

pair of type cases, while in Fig. 5 is shown a rear view of
the same cabinet with several type cases partly drawn out.

Type cases of standard size are about 20 in. X 36 in., are
shallow, and are divided into a number of compartments so

14 ENGRAVING AND PRINTING METHODS §28

that each different letter, figure, punctuation mark, etc. may
have its own separate place. The largest compartments
and those most convenient to the compositor hold the letters
that the compositor has to use most frequently.

Type cases are of two general kinds — news cases and job
cases.

26. Cases in which ordinary body type is kept are known
as news cases. These come in pairs — an upper case and a
lower case. The upper case contains the capital and small
capital letters, dollar marks, signs, fractions, etc.,- and rests
above the lower case at a somewhat more acute angle. The
lower case contains the small letters, spaces, quads, punctua-
tion marks, figures, etc., and is placed in the lower position so
that it will be easier for the compositor to get at the letters
used most. A pair of news cases will hold about 50 pounds
of type.

All of the cases shown on top of the cabinet in Fig. 4 are
news cases.

27. The cases that are shown partly drawn out in Fig. 5
are called job cases. Such cases contain both the capitals
and small letters, the capitals being placed on the right side
and the lower-case letters,, spaces, quads, figures, etc. on the
left side. Display type is kept in job cases. Ordinarily,
these cases are not drawn out and placed on top of the
cabinet. The compositor, when ready to set a line of dis-
play, pulls out the case containing the size and style of
letter desired, picks out the type that is needed, and then
pushes the case back into place.

28. Method of Setting Type by Hand. — As already
explained in another Section, the composing-room work is
under the control of a foreman. When copy for an adver-
tisement is received, the foreman assigns the work to a com-
positor; or, if the advertisement is to be a large one, such as
a department-store half-page, he assigns various parts of it
to different compositors. If no layout accompanies the copy,
the foreman will give the compositor any needed directions
as to style.

§28 ENGRAVING AND PRINTING METHODS 15

The compositor, in setting: type, uses a small frame of
steel, known as a composing stick, as shown in Fig. 6. This

in various lengths from W?~< f< <?<.?<< ZmuLL <?<t?i< t , u *

6 to 18 inches, each Fig. e

being about 2 inches wide and about f inch deep.

The stick is held in the left hand, with the open part
toward the compositor. The right-hand end of the stick, as
it is held in the hand, is immovable; while on the left, a
sliding gauge moves along the bottom ridge and against
the back of the stick, so that the stick can be adjusted to the
measure (measure means "width of matter") in which the
type is to be set. When adjusted to a certain measure and
fastened, this gauge is as rigid as the immovable parts of
the stick.

A brass or a steel composing rule, the height of the type
and the width of the required measure, is also used with the
stick. The composing rule affords a smooth surface on
which to arrange the types in lines as they are placed one by
one in the stick, and is also very useful in emptying type
from the stick.

29. After receiving a "take" the compositor places the
copy on the upper case, within easy reading distance, takes
his stick, and proceeds to set the type by picking up the

stick containing several lines of type.

Almost invariably a line of type set in this manner will be
a little short; in this case, extra spaces are evenly distributed

stick has three sides and
a bottom, and is made

types one after another, thus
forming the words of the
copy before him. A space
is placed after each word,
to separate it from the next.
The types are placed in this
way, side by side, until the
end of the measure is
reached. Fig. 7 shows a

207—9

16 ENGRAVING AND PRINTING METHODS §28

between the words so as to make the type fill the measure.
This spacing out the words is called justifying. If the line
is very short, to avoid excessive spacing between words, a
word is divided on a syllable at the end of the line, and the
remainder of the word placed in the next line. This opera-
tion is repeated until the stick is full; that is, until type about
2 inches in depth, line upon line, has been set. Then the
compositor takes hold of the type with the thumb and first
and third fingers of
each hand, squeezes
it slightly, lifts it
out of the stick, and
places it on a galley,
which is a shallow,
oblong tray (usually made of thin brass) that has a raised
edge about i inch high on three sides, as shown in Fig. 8.
Not all galleys are like the one shown. Some, in which
names and addresses in type are kept standing, have four
raised sides.

30. The type is placed, stickful by stickful, on the galley
until all the copy has been set or the galley filled. If cuts
are to be used, they are placed in their proper positions on
the galley as the type is being set. After the advertisement
or other work is complete, with whatever border, leading,
etc. that may be required, a proof is taken. The manner in
which this proof is handled is described fully in another
Section.

When the proof has been returned, if it is marked "O. K."
or "O. K. when indicated changes have been made," the
necessary changes are made by the compositor and the
advertisement is ready for the make-up.

Fig. 9 shows a view of a large composing room in which
a number of compositors are at work.

31. Setting a Series of Advertisements. — In asking
a publisher to set up a series of advertisements, it is well to
keep in mind that his supply of a certain style of display
type or border may be small, and that he may have several

28 ENGRAVING AND PRINTING METHODS 17

advertisers calling for the use of that type or border. It
would not be practicable, therefore, for an advertiser to send
half a dozen advertisements to a newspaper office, and ask
that they be set up in Bookman and that this type be kept
standing until he calls for the insertion of each advertise-
ment. To comply with such a request would compel the
publisher to keep a quantity of high-grade display type idle

Fig. 9

for a number of days. The better plan would be to have
only one advertisement set and to have that set only a short
time before it is to be used. Of course, there would be no
objection to furnishing the publisher with a series of adver-
tisements with memoranda showing when each advertise-
ment is to be inserted, provided he is not required to set and
submit proofs of all at one time.

18 ENGRAVING AND PRINTING METHODS §28

MACHINE COMPOSITION

32. Type-Setting Machines. — While, at various times,
machines have been invented for the setting- of type, so far
no machine of this class has approached the type-casting-
machines in efficiency or popularity.

The Simplex machine is used to some extent, although
not in the offices of the larger newspapers. This machine
consists of a large upright cylinder containing many vertical
channels, each holding a number of pieces of type of one
kind. A keyboard is so connected that when a letter on it is
touched a type corresponding to this letter will drop from
the cylinder and then be carried into place by a swiftly
moving belt. The Simplex machine does not make type,
but sets type made especially for it. This machine will dis-
tribute type as well as set it, and will do both setting and
distributing at the same time.

33. Type-Casting Machines. — In offices where it is
desirable to set large quantities of matter, such as news
copy, book manuscript, etc., more cheaply and more
quickly than is possible by hand composition, type-casting-
machines of some kind have been adopted. Indeed, such
improvements have been made that a great deal of the body
matter of advertisements, as well as difficult tabular matter,
can now be set more quickly on these machines than by hand.

The two principal type-casting machines are the linotype
and the monotype.

34. The linotype, as its name indicates, is a machine
that casts a line of type. A front view of one model of this
machine is shown in Fig. 10. It is often called the Mergen-
thaler linotype from the name of its inventor, Ottman Mer-
genthaler. This machine is a costly one, some newspapers
preferring to rent them rather than to purchase. Large
newspapers use from ten to twenty-five of these machines.
There are no types in the machine to be picked up and set;
the machine casts the type in solid bars, each bar, or sing,
representing a single line of matter.

§28 ENGRAVING AND PRINTING METHODS 19

In the upper part of the machine, there is a magazine
having a number of channels containing small pieces of
metal, known as matrices. These matrices have the mold of

Pig. 10

a letter cut in the side, as shown in Fig. 11, and they drop
down, one by one, as the "keys of the keyboard are touched.
The operator also touches a space key after each word is

20 ENGRAVING AND PRINTING METHODS §28

composed, which causes a space band to drop. When a line
is nearly full of matrices and space bands, the operator is
warned by the ringing of a bell. He then
presses a handle attached to the keyboard,
and this causes the line to be carried in front
of what is known as the mold wheel, in which
is a slot the exact depth and width of the line
to be cast. When in this position, the space
bands are forced together and thus space out
the line. Behind this mold wheel is a pot, in
which type metal is constantly kept in a molten
^ condition by means of a gas flame. This

molten metal is then forced through the mold
hole and strikes the line of matrices in front of
it, casting a line of type. The slug thus cast solidifies
almost immediately and is automatically conveyed to a
galley located on the front of the machine.

After the slug is cast, the space bands are separated
automatically and slid into
their place, while the matri-
ces slide on a bar attached to
a long arm. This arm raises
the matrices to the top of the
machine, and they drop back
into their respective places
in the magazine, ready to be

formed into another line. FlG 12

35. The speed attainable on the linotype is limited only
by the ability of the operator. Many operators maintain a
speed of 6,000 ems per hour (equivalent to a column and
a quarter of 8-point matter) for 8 consecutive hours, day
after day. No time is lost on the linotype. Three lines
may be in operation at once — one being distributed, one
being cast, and another being set by the operator. All the
operator has to do after completing the line is to press the
lever at the right of the keyboard. The machine does the
rest.

§28 ENGRAVING AND PRINTING METHODS 21

The various sizes of type from 5-point up to 12-point can
be cast to a measure as wide as 30 picas by the regular
models of this machine. Special machines are made that
will cast all sizes up to 14-point, in measures as wide as
36 picas.

After the slugs have been used in printing- or have been
electrotyped, they are remelted and used over again.
Fig. 12 shows a number of linotype slugs.

36. The chief advantages of the linotype are: It sets
type lines many times as fast as a hand compositor; dis-
penses with movable types; casts new type for every job;
saves cost of distribution; saves time in handling the finished
product; saves space that would otherwise be taken up by
type cases; sets intricate tabular matter faster than it can be
set by hand; and permits matter to stand any length of time
at the mere cost of the metal used.

The single-magazine linotype will cast either one or two
styles of type of the same size in the same line. For
example, it can set Roman, Roman and small caps, Roman
and Italic, or Roman and bold face. The double-magazine
No. 4 linotype sets four faces of one size, or two faces on
each of two sizes of type, without any change, provided two-
letter matrices are used. The double-magazine No. 4 is the
highest development of the linotype, enabling the operator
to change from one face to another at will, without leaving
his seat, and to set foot-notes in a smaller size if desired, or
set four different faces of one size of type in a single line.
To save leading, type is often cast on the next largest size
slug; a 6-point face, for example, may be cast on an 8-point
slug. This method allows 2 points of extra space, which is
divided above and below the type face, and answers the
same purpose as the leads that would have to be inserted by
hand; it is also much more economical.

The linotype is the popular machine for newspaper work,
being used by most of the large newspapers. It is also used
in many book, magazine, and job-printing offices. Machines
that cast special book type axe available.

22 ENGRAVING AND PRINTING METHODS §28

37. The ]Lanston Monotype. — The Lanston monotype,
which first came into use in 1899, not only makes type but
also sets it in lines justified more accurately than can be

Fig. 13

done by hand. In short, it is a combination of type-caster
and a type-setting machine equipped with an automatic
justifying- mechanism. Unlike the linotype slug, each mono-

§28 ENGRAVING AND PRINTING METHODS 23

type character is on a separate body so that corrections and
alterations are made as readily as with hand-set type.

38. The Monotype Keyboard. — In the monotype
system two machines are used — a paper perforator and a

Fig. 14

type caster. The keyboard, or perforator (Fig. 13), pro-
duces a ribbon of paper that controls the casting machine by
means of the perforations, just as a paper roll controls a

24 ENGRAVING AND PRINTING METHODS §28

Pianola, or automatic piano. The keyboard, which is not
unlike a typewriter (its key arrangement is exactly the same
as the universal typewriter keyboard) consists of a punching
and counting mechanism. When a key is depressed the
punches for this character perforate the paper and at the
same time the width of this character is registered by
the counting mechanism; the paper ribbon (about 5 inches
wide) then automatically advances to receive the record of
the next key struck. As in typewriting, a bell signals the
operator to end the line, and when this is done, a scale
indicates the keys to be struck to justify the completed line.*
No calculation whatever is required, for the counting
mechanism not only determines the amount the line is short
of the required measure but also divides this by the number
of spaces in the line and indicates the proper size spaces to
make this line the correct length. When the ribbon unwinds
at the caster, the first perforations for the line are these
justifying perforations, which cause the caster to adjust its
space-sizing mechanism to produce the proper size spaces
for the line.

39. The Duplex keyboard is the latest development of
the monotype and it introduces a new process into the
printing industry. It is like the ordinary monotype key-
board except that it is equipped with two perforating and
counting mechanisms, and consequently simultaneously pro-
duces two different paper ribbons for independent type sizes
and line widths. With this keyboard an article may be set
in 10-point for a magazine while at the same time the same
matter is produced in 12-point for publication in book form.

40. The Casting Machine. — The casting machine
(Fig. 14) is to a limited degree a complete type foundry,
making type, borders, quads, and spaces in all sizes from
5- to 36-point, inclusive. This type may be put in cases and
set by hand like foundry type, or, when the caster is con-
trolled by a ribbon perforated by the keyboard, the type in
any sizes from 5- to 14-point is delivered in any measure
required up to 60 picas, upon ordinary galleys in perfectly

§28 ENGRAVING AND PRINTING METHODS 25

justified lines. In short, the product is practically the same as
hand-set foundry type and is handled, corrected, and made
up in the same way. As the casting machine can be run con-
tinuously and can cast type faster than the keyboard operator
can set it, four perforating machines may be kept busy
supplying tapes to three casting machines.

41. Advantages of the Monotype. — Producing sepa-
rate type, the monotype may be used on a great variety of
composition. Its simple and flexible system of justification
enables it to handle tabular work of every kind, while the
sharp, clear-cut face of its type makes it especially desirable
for high-grade publications. It is used extensively for dis-
play composition, since the 225 matrices which the casting
machine carries at one time may be arranged to suit a great
variety of work; thus, Roman, bold-faced, and Italic caps and
lower case, with reference and punctuation marks, as well as
two kinds of figures, may be used together. When desired,
8-point type may be set on a 10-point body, thus saving the
time that would ordinarily be required for leading. The
range of the monotype as a type caster, as well as its
versatility as a composing machine, has led to its use by
newspapers for advertisement composition, and the fact
that large figures (even 18-point) may be used with body
type enables the monotype operator to handle successfully
advertisements in which prices are displayed. Because of
the ease with which corrections and alterations are made,
the monotype is used extensively for catalogs and price lists
that are kept in type and corrected as required. The mono-
type is especially worthy of the attention of advertisers not
only because it is so generally used on commercial work but
since it supplies type and borders of popular design it
insures that a well-laid advertising plan need not be modified
to suit the limitations in type equipment of the printing
office that produces the work. The fact that it is cheaper to
make new monotype type than to distribute insures that sharp
new type will be used on every job. As the same ribbon
may be used a number of times at the casting machine, it is

26 ENGRAVING AND PRINTING METHODS §28

not necessary to preserve type for subsequent editions; the
ribbon may be saved and rerun.

The monotype is in general use on both book and
commercial printing — catalogs, price lists, and display
advertising.

THE MAKE-UP

42. Newspaper Make-Up. — The type from which a
newspaper is to be printed is arranged, or made up, into
pages on either stone or metal-topped tables, known as
imposing tables. In newspaper advertising, the advertise-
ment may occupy a full page or it may occupy only a few
inches in one column. In either case the advertisement,
when approved, is brought to the imposing table, and, if it
is to occupy only part of the page, is put into its proper
place, with respect to the remainder of the page, inside of
an iron frame, known as a chase. After the page is com-
pletely filled with advertisements or reading matter, or both,
it is tightened slightly and planed, so as to level any types
that may be sticking up, after which it is securely tightened.
The page is then said to be locked up.

Newspapers of small circulation are usually printed direct
from the type. If the advertisement is to appear in such a
paper, the page after being "imposed," planed, and locked
up finally, is ready to put on press.

43. Stereotyping. — In large newspaper offices, thou-
sands of copies must be printed each hour and the rotary
press is necessary. As the rotary press requires a page
plate curved in the shape of a half circle, the flat type page
must be stereotyped. The stereotyping process consists
of taking an impression of the flat type form on a thick,
pulpy sheet of specially prepared paper. This sheet, after
receiving the impression of the type, is known as the matrix.
After being dried, this matrix is placed in a curved mold,
known as the casting- box, and hot metal is cast into the
mold. The curved plate thus produced is known as a stereo-
type. In Fig. 15 is shown a stereotype plate for use on a
rotary press. This plate prints an entire newspaper page.

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S<MT£R SPOS, SAY

You know it's a usual thing
for this store to be veru busu
on Saturday. Buu today, if it's
convenient' * * * # ••• #

It s easy enough to find in our small lot Clearing
Sale many things you'll want for wear either now or
later on. It's true, the winter season is almost gone,
but medium weight clothes you can wear all the year
'round. We would rather curtail all profit now than
put them in our stock room, and we think.the ad-
vantage of low cost to you will keep them" out. We
can only mention here a few lots. There's many
more in every department, but bear in mind the time
is not far distant when these low prices cease.
These few Items will give you an idea
what to expect in the price of other things

n" Shoes Si a Suits, Men's, in {15 Suits. Men's.

tancyChev- Rne F.incy Wor?t. J;

$3.50 !&T.:e.:.$X.OO $9.75

There's a few small lots of those 56 oo^ three-piece £Q

rtXgg. TRIP VT TCgRC/ARY v-

1 SAMTER BROTHERS,

Complete Outfitters.

I

I Athletic and
\jporling (Jossip

Woolen Trousers, $1,1)8 To Otder.l

:ranton store,

. , .M Mil

£ Sir,

Old
People

need and deserve .1 little coddling. We've often
Wvn a bot.le of VINOL to change a gtoomy
old person, bowed down with ache* and pains, In-
to a cheerful companion, because the aches were
relieved, nerves toned up and energy and strength
renewed by the reconstructing and rebuilding
Qualities of our foodrfteJ!dr!e VINOL. If it
doesn't help any weak person money rtturntd.

Last Call

Winter
Jackets

$15.00 to K.lO.OOa

$8.75

II. D.Crane,Prop.

324

Uth.».nr,« Ave.

Seduction ot the

"Paper page printed from the stereotype of the matrix. fThe Illustration of the prize fighter was In half tone, but as It *
reduce satisfactorily it was redrawn for a line engraving) 5 20

28 ENGRAVING AND PRINTING METHODS 27

In Fig. 16 is shown a reduced illustration of a matrix of a
newspaper page, while in Fig. 17 is shown a reproduction
of the page printed from the stereotype of this matrix.

44. While modern machinery has made stereotyping a
rapid process — only a few minutes being required to take
the impression, dry the matrix, and cast and cool the plates —
the old system of "beating ' in" the matrix with a large
brush, known as a stereotype beating brush, drying this matrix

under an ordinary steam-table, and then casting- and trim-
ming the plate by hand, is still followed in many of the
smaller newspaper offices.

The advantages of stereotyping are that it makes speedy
presswork possible, saves the wear on type and original
cuts, and furnishes a means of making several stereotypes
of each page, so that several presses can produce the same
pag-e at the same time The speed with which a page can be
plated makes stereotyping of great importance in newspaper
publishing.

Fig. 15

28 ENGRAVING AND PRINTING METHODS §28

45. Magazine Make-Up. — The magazine make-up differs
from the newspaper make-up in that a number of pages are
usually made up in one chase, and in that, where pages are
printed direct from type, there is no stereotyping. One sec-
tion of a large magazine's advertising pages' will frequently
be printed a number of days ahead of another section. It is
sometimes possible to get an advertisement in a late section
when the first has gone to press.

The magazines that get out only a few thousand copies of
each number usually print direct from type pages. If, how-
ever, a large edition is to be printed, electrotypes are made
of all pages. Magazines with unusually large circulations
make several electrotypes of each page, so that several forms
containing the same matter can be run at one time.

Trade papers of moderate circulations often electrotype the
advertising pages even when the text pages are printed direct
from type. Electrotyping saves wear on the display type
and also saves composition in cases when the advertiser keeps
the same advertisements running continually. Continual run-
ning of type may necessitate the resetting of the advertise-
ment on account of the type becoming worn.

46. Catalog, Booklet, and Folder Make-Up. — The

make-up of pages for catalogs, booklets, and folders does
not differ materially from magazine work, except that pages
are made up on galleys before being placed on the imposing
table for imposition. In both cases, the separate pages are
made up with running head, page number, etc. before being
imposed. If the pages are very small, more than 100 pages
may be put on a very large press at one time. The most
common runs are forms of either 16 or 32 pages.

Fig. 18 shows another view of a composing room. The
imposing table in the lower left corner, where the two men
are standing, has a form of 16 catalog pages on it. Immedi-
ately behind this table is another containing a form of
8 pages. The illustration also shows, in the lower right
corner, an apprentice preparing to use a proof press in
taking a proof of a galley of type matter.

28 ENGRAVING AND PRINTING METHODS 29

47. A book, a magazine, or a catalog" consisting of a
number of pages, such as 8, 16, or 32, may be printed on
one large sheet of paper, which is afterwards folded and
trimmed in such a manner that the pages follow one another
in the proper order and with the proper amount of margin.
If the book, magazine, or catalog consists of a very large
number of pages, it will likely be printed in sections on
large sheets, which are afterwards folded, trimmed, and
assembled, or gathered, in the proper order. The arrange-
ment of a form of 16 or of 32 pages in such a way that the
sheet containing the impressions can be- folded so as to have
- the pages follow in proper order, calls for expert knowledge
on the part of a printer, but it is not necessary that the
advertising man should acquaint himself with such details.

Fig. 19 shows a reduced reproduction of a large sheet
just as it came from the press. This sheet, with 16 printed
pages on each side, would make up 32 pages of the book or
catalog. These sheets go from the press to the folding
machine. The various folded sections of the book are then
gathered in the proper order. If the job is an ordinary
paper-bound catalog, the next work is the stitching or
stapling together of the inside pages and the cover . and
the trimming down of the waste margin.

The exact procedure in binding and trimming a book,
magazine, or catalog depends on the character of the binding.
The small, paper-bound, wire-stapled pamphlet is not handled
like a book bound in boards, or cloth.

PEESSWORE

THE MAKE-READY

48. A matter of importance in the printing of magazines,
books, catalogs, etc., and, in a lesser degree, of the colored
or half-tone supplements of newspapers, is what is known as
the make-ready, or the operation of making a form ready
for printing. On the proper execution of the make-ready
depends the effective appearance of the printed page.

31

207—10

Pig. 19

32 ENGRAVING AND PRINTING METHODS §28

In straight printing from type or electrotypes of text
matter, comparatively little make-ready is required. When,
however, the forms contain cuts— particularly half-tone cuts
or fine engravings — the amount of time required in the
make-ready is often considerable. No matter how carefully
the casting and finishing of the plates may have been done, it
is almost impossible to obtain a number of plates whose face
and thickness are absolutely true. There will be depressions
in some spots where the face of the plate in printing
scarcely touches the paper, and similar elevations in other
places. The first impression on the sheet is therefore more
or less imperfect; it is the duty of the pressman to overcome
the irregularities by the aid of zinderlays and overlays, and
/until this has been done it is not advisable to start printing.

49. The underlaying and the overlaying processes are
very exacting, the former being accomplished by taking an
impression of the plate, page, or cut, as the case may be, cut-
ting out the portions where the impression shows strong, and
pasting on thin pieces of paper where it is weak. The whole
is then pasted on the back of the electrotype or cut. Over-
laying is accomplished in the same manner, except that the
sheet thus cut out and built up is pasted on the tympan,
instead of the back of the plate. The tympan consists of
the sheets of paper drawn tightly around the cylinder of the
press. Great care has to be exercised in cutting and pasting
on overlays. The underlay serves to level up the plates, or
cuts, to a uniform height, which permits an even ink distri-
bution, and, taken in conjunction with the overlay, evens up
the irregularities in the face of the plate, thus enabling the
press to make a true and perfect impression.

50. When a form containing half-tones is to be printed,
the work of overlaying is complex and the experienced
pressman should have some artistic judgment if the plates
are to reproduce the design of the artist in the printed sheet.
Few persons realize the time and care required on the part
of the pressman to produce the best results. Indeed, to
make ready properly a form of 16 pages containing a num-

2(17

Fig. 20

207

Fig. 21

28 ENGRAVING AND PRINTING METHODS 33

ber of fine cuts may require a day or two of the time of a
pressman in building- up the blacks, toning down half tints,
and lightening up the high lights. Figs. 20 and 21 show
very plainly the result of making ready. Fig. 20 shows an
impression from a half-tone cut before it was made ready, while
Fig. 21 shows an impression made after the cut was made
ready. There is no difference in the cuts, but the superior
effect shown in Fig. 21 makes clear the importance of careful
make-ready.

Several patented overlays have recently come into use
that save time and insure the best results in the make-ready
of half-tone cuts. As a description of these methods would
interest no one but a printer, no details will be given.

PRINTING PRESSES

51. While there are many kinds of printing presses,
all may be roughly grouped under three heads: bed-and-platen
presses, or those in which both the form and the paper are on
flat surfaces; cylinder presses, which are characterized by a
flat bed for the form which reciprocates under a cylinder
that carries the paper and gives the pressure for printing;
and rotary presses, in which the flat reciprocating type or
plate beds are dispensed with, the form being replaced by
curved stereotype or electrotype v plates mounted on
cylinders.

Presses referred to as perfecting presses, are those which
perfect the sheet, or print it on both sides, with a single
operation, thus distinguishing them from the many presses
that print only one side at a time. There are both flat-bed
and rotary perfecting presses.

Presses known as web presses print from a roll, or web,
of paper, which is cut up into sheets by the press, after
printing and before delivery.

52. Bed-and-Platen Presses. — An early example of
the bed-and-platen press is the Washington hand-
press, which was perfected in 1827. Fig. 22 illustrates a

34 ENGRAVING AND PRINTING METHODS §28

modern model of this style of press. In principle and con-
struction, it has not been surpassed by any hand-printing
machine, and it is still in use in some offices for taking
proofs of fine cuts. As, however, it is a very slow press
when compared with more modern machines, its use is
practically restricted to the taking of proofs.

Fig. 22

53. In Fig. 23 is shown a view of a Gordon press,
which is a good representative of a modern bed-and-platen
press. Presses of this class are known generally as job
presses or jobbers. There are many presses of this general
type in use, some of them printing forms of large size.
While, in city offices, these presses are usually run by
steam or electric power, certain models are designed for
foot-power. Presses of this type are generally used for all
small job work.

§28 ENGRAVING AND PRINTING METHODS 35

54. Cylinder Presses. — The cylinder press derives
its name from the fact that the sheet of paper is fed to a
cylinder and held automatically on it, the impression on the
sheet being received as the cylinder revolves and the inked
type form on the flat bed passes under it. There are a num-
ber of styles of cylinder presses. Not a great many years
ago, the press known as the stop-cylinder press was used very
generally. The modern cylinder press is the two-revolution
press, in which the cylinder revolves continually instead of
stopping as does that of the stop-cylinder type. In Fig. 24
is shown a view of a modern cylinder press, while in Fig. 25

Fig. 23

is shown a view of a pressroom containing a number of
cylinder presses.

55. Flat-Bed Perfecting Presses. — The name flat-
bed perfecting press is given to presses with two cyl-
inders that print two separate flat forms of type and have
two separate inking devices, one on each end of the press,
somewhat resembling two single-cylinder presses built
together. The sheet is printed on one side by the first
cylinder; then it is transferred to the second cylinder, from
which it is printed on the reverse side, or, in technical terms,

36 ENGRAVING AND PRINTING METHODS §28

backed up. Various ingenious devices are used to prevent
offsetting, or smutting of the sheet on the reverse side,
caused by the ink adhering to the tympan of the second
cylinder.

56. Two-Color Presses. — Half way between the
ordinary cylinder press and the perfecting press comes the
two-color press, which prints two colors on one side of
the sheet. This type of machine is used extensively for
printing two-color jobs in which the second color does not
print over the first.

57. Rotary Presses. — All the presses described in the
foregoing paragraphs print from flat plates on individual
sheets of paper. The next class to be considered are those
using curved plates or stereotypes fixed on cylinders, which
are continually revolving and constantly printing on a con-
tinuous web of paper, usually several miles long. Such
presses are known as rotary presses.

The early type of rotary press has been so greatly improved
that the presses in use by the large newspapers of today
seem almost human in their work. In the modern news-
paper office, the paper is fed to the machine from a large

Fig. 24

37

38 ENGRAVING AND PRINTING METHODS §28

roll and the papers come out automatically folded and cut
ready for the reader. The press will, at fixed intervals,
project one paper out from the pile, so as to save counting.

58. Until 1847, newspapers in the United States were
printed on single small-cylinder and double-cylinder machines,
which gave 2,000 and 4,000 impressions an hour, respect-
ively, on one side of the paper. The growing demand for
papers containing the latest news necessitated increasing
effort on the part of the machine makers, and the result
was the construction of a press known as the Hoe type-
revolving machine, embodying patents taken out by
R. M. Hoe.

The large newspapers are now using the quadruple, the
sextuple, or the octuple press. The general principles of all
these are the same, the larger presses being merely a multi-
plication of cylinders and rollers. The Hoe machines are
now used by most of the large newspaper offices of the
United States and Great Britain. Other fast machines used
in the printing of newspapers are the Scott, the Potter,
and the Goss.

Rotary presses are usually web presses and also perfect-
ing presses, although some flat-bed machines are made that
print from the web and also perfect the sheet.

59. In Fig. 26 is shown a double sextuple press built
by R. Hoe & Company for a large American newspaper.
The large rolls at the right and the left are rolls of blank
newspaper. The web of paper may be seen stretching from
cylinder to cylinder to receive the impressions from the
various plates representing different pages of the paper. The
two piles of papers in the foreground, near the center and
at the bottom of the illustration, show two points at which
papers come out folded.

Each of the two portions of the machine is composed of
six pair of cylinders, arranged, with their axles parallel, in
three tiers of two pair each, and printing on both sides (or
perfecting) three webs of paper from separate rolls, each
four pages wide.

39

40 ENGRAVING AND PRINTING METHODS §28

The rolls of paper are placed at the end of the machine —
three at each end — and the two folders for each portion
are placed back to back midway in the length of the
machine.

Altogether, there are twelve plate cylinders in the machine,
each carrying eight plates the size of a newspaper page.
Either stereotype or electrotype plates may be used. To
use the latter, which are much thinner than stereotype
plates, special base, or jacket, plates must be secured to
the cylinders.

The full capacity of this machine, when printing all black,
on six rolls, is 96,000 12-page papers an hour, and other
numbers of pages at proportionate speeds.

The maximum product of the machine when running as a
color press is 48,000 16-page papers an hour, with the two
outside pages printed in four colors and black; the other
pages in black only. If, however, it is not desired to have
so many colors on the outside pages, it is possible to obtain
20-page papers at the rate of 48,000 an hour, with the two
outside pages in two colors and black. By running the full
product of the color section of the machine into one folder
and associating therewith webs of paper from the other sec-
tions of the machine, papers with any number of pages from
8 to 24, with the two outside pages and two of the inside
pages printed in four colors and black, the other pages in
black only, can be .produced at a speed of 24,000 an hour.

The dimensions of this machine are as follows: Length,
35 feet; height, 17 feet; width, 9 feet; weight, about 225,000
pounds; and the number of parts of which it is composed,
approximately 50,000.

While this is one of the largest printing machines for
newspaper work that has ever been built, yet it is practically
the same in principle and construction, though, of course, on
a much larger scale, as the web presses to be found in the
newspaper offices of any of the larger cities and towns.

It is almost impossible to understand the workings of one
of these wonderful presses from a mere printed description.
While it is not at all necessary that an advertising man

§28 ENGRAVING AND PRINTING METHODS 41

should be thoroughly familiar with the details of the modern
newspaper press, it is interesting and helpful to see how a
large newspaper is printed. Every beginner in advertising
work should seek the first opportunity to visit a modern
newspaper pressroom. In fact, he will do well to observe
the entire work from the time the news and advertising
matter is made up into pages until the paper comes out of
the press. Most publishers take pride in showing their plants
to visitors, especially to visitors interested in advertising.

PAPER

60. Paper is made of various materials — wood, linen
and cotton rags and scraps, esparto grass, jute, flax, hemp,
and waste. In fact, it can be made of almost any vegetable
fiber. The principal materials used at the present time are
linen and cotton rags and scraps, and wood. Rags and
scraps are more costly than wood and are therefore used in
making the higher-priced papers. The clippings obtained
from shirt factories make high-grade writing paper, and very
dirty and colored rags can be cleaned, bleached, and used to
make excellent paper. The cheap paper on which news-
papers are printed is made from wood pulp. Spruce, pine,
hemlock, poplar, and other woods are used.

Very little hand work is needed in modern paper making,
as highly improved machinery does most of the work.
There are, however, some papers known as ' 'hand-made"
that represent more hand work than other grades; such
papers cost more than machine-made stock.

61. Paper is made in many sizes, weights, finishes, and
qualities. The cheapest grades can be bought for a few
cents a pound, while papers of very high quality sell for
25 or 30 cents or more a pound.

Excluding news and wrapping paper, the great bulk of
papers ordinarily used costs from 5 or 6 cents to 15 cents a
pound. Weight determines the cost to some extent. Papers

42 ENGRAVING AND PRINTING METHODS §28

that are used extensively are usually made in two or more
weights, and as paper is sold by the pound, a ream of the
heavier stock costs more.

It is not necessary that the advertising- man should
familiarize himself with the chemistry and the other tech-
nical details of paper manufacturing. It is not even essen-
tial that he should remember all the different sizes, weights,
finishes, and qualities. Printers and the paper-jobbing firms
are always ready to give any special information desired
about a job of printing. Every advertising man, however,
should be familiar with the kinds of paper commonly used
and with what results can be expected when such papers are
used. The specimen sheets shown in this Section are
examples of papers that are used extensively. These speci-
mens, however, do not constitute a comprehensive range.
The product of different manufacturers varies, and such
papers as book papers are made in a great variety of
finishes, tints, weights, and strengths. A first-class printer
should be consulted before deciding finally on the paper to
be used in any job. He will be able to advise as to an
appropriate quality and finish of paper and will be in a
position to suggest a size for the page that may be printed,
without undue waste, on stock of standard size. If a very
large quantity of paper is to be used, the paper manufac-
turers will make up stock in sheets of special sizes, but
ordinarily paper is made in sheets of certain standard sizes,
such as 22 in. X 28 in., 25 in. X 38 in., and so on. There
are so many of these sizes that the advertising man will
save time by letting the printer, who is buying paper con-
stantly, figure this part -of the work. Most papers are sold
in separate sheets, 500 sheets constituting a ream. The
paper used by large newspapers is put up in large rolls, the
sheet being continuous and several miles long.

62. Sized and Unsized Paper. — Paper is said to be
sized when the pores have been filled so as to make the
surface harder, while that in which the pores are not filled is
said to be unsized. Sized paper does not absorb ink so

•§28 ENGRAVING AND PRINTING METHODS 43

readily as unsized paper. Writing- paper of good quality
must be well sized. The paper known as blotting paper is an
extreme example of unsized paper.

63. Coloring of Paper. — The body coloring of colored
paper is put into paper during the process of manufacture
while it is still pulp. The surface coloring seen on some
papers is put on as the paper passes through the finishing
machines. Fine clay is added to some papers to make the
surface smooth. This clay increases the weight.

64. Laid and Wove Papers. — The term laid is used
in referring to a paper that, when held up to the light,
shows the impression of the parallel wires of one of the
rolls of the paper-making machine. Wove paper does not
show any such marks or design. These terms, laid and
wove, are frequently used in referring to writing papers.

65. Crash Finish and Linen Finish. — The terms
crash finish and linen finish are used in referring to
papers that have a surface resembling crash or linen.

Other terms referring to the finish of the quality of papers
commonly used are explained in the notes on the specimens.

While white paper is used more generally for the inside
pages of periodicals, catalogs, booklets, etc. than tinted
papers, many papers can be obtained in tints that aid greatly
in the producing of harmonious color effects.

66. Effect of Half-Tones on Papers in Common Use.
It will be observed that half-tones of different degrees of
fineness are printed on most of the specimen sheets. On
the rough-surfaced papers the fine half-tones do not give
good results, but on the smooth-surfaced 'papers the fine
half-tones show the different values of the illustration much
better than the coarse half-tones. By noting critically the
effect of each half-tone on the various sheets, a good idea
will be gained of what half-tones are best adapted to the
different papers. Of course, line cuts may be used on any
of the papers. A few line cuts are shown, in order that the
comparative illustrative value may be observed.

44 ENGRAVING AND PRINTING METHODS §28

TERMS AND ABBREVIATIONS USED IN
ENGRAVING, PRINTING, AND
ADVERTISING

67. Unless the advertising man understands the tech-
nical terms and abbreviations commonly used by engravers,
printers, and publishers, he will, in his conversation with such
persons, often be in doubt as to what is meant. The terms
and abbreviations defined in the following pages are used
generally in the printing world. Many of them are explained
in detail in the text of the various Sections. This list will,
however, prove convenient for reference.

Ad or Adv. — Advertisement.

Advance Sheets. — Sheets of a book or magazine sent out
in advance of formal publication.

Advertising Agent. — A person that places advertising,
acting as middleman between the advertiser and the adver-
tising medium, receiving therefor a commission or a discount
from the publisher. .

Advertising' Solicitor. — A person that solicits adver-
tising.

Agate. — The name of a type that wTas formerly used to a
great extent, but now rarely seen in printing offices. Four-
teen lines of this type exactly fill an inch, and the agate line
in the early history of advertising came to be a common
basis for the measurement of advertising space. Most large
newspapers and magazines today quote rates at so much an
agate line, using this term to indicate a space 1 column wide
and "A- inch deep. Under the new system of type-making, the
agate size was abandoned. The Si-point size is sometimes
called agate, but it is not true agate, as only 13 lines of it
can be set in the space of 1 inch.

Alley. — The space in a composing room between two rows
of cabinets or type-case stands.

§28 ENGRAVING AND PRINTING METHODS 45

All in Hand. — When all the copy has been given out to
the compositors, it is said to be all in hand.

All Out. — This term is used to indicate the situation when
copy or type is exhausted and the compositors can do noth-
ing further on a job.

All Up. — When the copy is all in type, or the type is all
set, it is said to be all up.

Ascending Letter. — A letter, some part of which ascends
above the short letters; 1, b, and k are examples.

Assembling-. — Bringing the various parts of a job together
in proper order.

Author's Corrections. — The changes, or corrections,
made in the proof by the author after the compositors' errors
have been corrected.

Author's Proof. — The proof that, together with the man-
uscript, is sent to the writer, after errors noted by the proof-
readers have been corrected.

Backing. — In electrotyping, filling the copper shell with
metal to make it solid.

Back-Up. — To print the second side of a sheet.

Bad Copy. — Manuscript not easily read.

Bank. — A frame for holding type-filled galleys, standing
or dead matter, etc.

Bastard Title. — A short title page sometimes preceding
the regular or full title page of a book.

Bastard Type. — Type with a face larger or smaller than
its regular body; as a 10-point face on an 11-point body, or
an 11-point face on a 10-point body; also type that is not cast
on a point body.

Batter. — A breakage or marring of type or a plate, so
that it prints imperfectly.

Beard. — The slope of a printing type from the face to the
shoulder.

Bearers. — Lengths of type-high wood or iron, placed
along each side of the bed of a cylinder press, on which the
cylinder travels when passing over the form; also, pieces of
wood or metal placed on the inside of job chases, for the
purpose of carrying the rollers evenly over small forms.

46 ENGRAVING AND PRINTING METHODS §28

Bed. — The part of the press on which the form is placed.

Bimonthly . — A publication issued every 2 months.

Binders' Title. — The title lettered on the back of a book.

Biweekly. — A publication issued every 2 weeks.

Black Leading-.— In electrotyping, covering the surface
of the form to be molded with black lead or graphite.

Black Letter. — Heavy black type of the character used
in early printing, such as Cloister Black and Bradley. The
term is commonly used by printers to designate heavy-faced
type o'f any style.

Blanket. — A felt or a rubber cloth used on the tympan
of cylinder presses for newspaper or poster work, in order
to give a s'mooth surface not hard enough to damage the
type or plates.

Blank Line. — A line of quads; a vacant or break line.

Blank Page. — Any page of a form on which there is no
printing.

Bleed. — In bookbinding, when a book has been cut down
or trimmed so closely that the knife has cut into the print,
the book is said to bleed.

Blind Tooling. — A term used in bookbinding where an
ornament or a word is impressed without color by heated
tools.

Blocks. — The bases on which printing plates are fastened

by clamps or nails for printing.
. — Bimonthly.

Bodkin. — A pointed, awl-like tool used for various pur-
poses in composing rooms and pressrooms.

Body. — That part of the type supporting the face; the
shank of a letter.

Body Matter. — The part of an advertisement set in body
type; not display.

Body Type. — The face of type generally used for reading
matter in books, periodicals, and advertisements.

Bold Face. — Often abbreviated b. /. Any type of heavy
face. Bold-faced type generally has heavy stems. The first
words of these definitions are set in a bold-faced type known
as Half Title.

From an 85-line half-tone

From a 100-line hall-tone From a 120-line half-tone

From a line cut From a line cut

This is a specimen sheet of regular news paper. News paper is the cheapest printing: paper
made. Owing: to the limitations of stereotyping", only coarse-screen half-tones will print
to any advantage on paper of this grade. Good results are obtainable, however,
from line cuts. The 100-line screen and the 120-line screen show to better advan-
tage on this sheet than they would had they been stereotyped. The impres-
sions here are produced from electrotypes. Compare the half-tone
207 illustrations with those produced from the line cuts §28

§•28

From a 150-line half-tone

From a 133-line half-tone

From a line cut From a 17 5- line half-tone

This is a specimen of sized and supercalendered paper, commonly referred to as
"S. & S. C." paper, and coming also under the general classification of "super"
paper. This paper, as its name indicates, is not only supercalendered but
has a sizing that gives it finish and stiffness. Compare this sheet
with the specimen of machine-finished paper. The vignetted
half-tone illustration does not, however, show to
the best advantage on this sheet

207

From a 150-line oval half-tone

From a 133-line half-tone From a 150-line vignetted half-tone

From a line cut From a 175-line half-tone

This is a specimen of plate paper of good grade. Plate paper is paper that has passed
between highly polished metal plates and heavy rollers, which exert a powerful pres-
sure. Plate paper is a high grade of book stock. It lacks the brilliant gloss of
enameled or coated paper, and is therefore more agreeable to the eye.
Note appearance of vignetted half-tone; this paper is not the
best paper for the printing of such cuts
207 * 28

From a 65-line half-tone From a 120-line half-tone

From an 85-line half-tone From a 100-line half-tone

This is a specimen of antique paper. Antique paper is really an unfinished paper, as it
is taken from the machine before reaching: the calendering- rolls. It will be seen that
the surface is not polished, but has a dull, slig-htly roug-h appearance. Antique-
finish paper is used extensively in work that contains no fine half-tones.
Note the appearance of the half-tones here. Sometimes, in books,
antique paper is used for text pag-es, the half-tone illustrations being-
printed on smooth paper and then inset. It is possible to iron, or
smooth, a panel on antique paper for the printing: of a
207 fine half-tone. This, of course, increases the cost §28

-

From a line cut From a 200-line half-tone

This is a specimen of coated, or enameled, paper of high grade. Observe the
smooth-polished surface. Papers of this grade are used for high-class cata-
logs, and a few periodicals in which smooth paper must be used on
account of the fine half-tones. Enameled papers are suitable for
the reproduction of the finest half-tone engravings. Com-
pare the appearance of the vignetted half-tone here
with the effect of the vignetted cuts on the sized

and supercalendered and the plate specimens S 28

From a line cut From a 200-line half-tone

This is a specimen of coated, or enameled, book paper of the highest grade. On
account of excessive cost, it is not recommended for general use, but it may
be used where extremely fine effects are required, and cost is not a con-
sideration. Observe the difference in the printing of half-tones as
207 compared with the preceding sample of enameled book paper §28

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53

§28 ENGRAVING AND PRINTING METHODS 47

Booklet. — A small book, or pamphlet.

Book Office. — A printing office where book work is done,
in distinction from a job or a newspaper office.

Book Paper. — A general term applied to the size and
quality of paper used in book making, to distinguish it from
news paper.

Book Room. — A composing room or section of a com-
posing room devoted to work on books and pamphlets, as
distinguished from the room or section devoted to job work
or newspaper work.

Book Stamp. — A stamp designed for embossing book
covers.

Book Work. — Work on books and pamphlets, as distin-
guished from job work or newspaper work.

Boxes. — The compartments of a case in which types are
placed.

Brayer. — A small roller, with a wooden handle, used to
place ink on the plate of small printing presses.

Break Line. — A short line, as the last line of a paragraph.

Brevier. — The name of a type that corresponds with the
8-point of today. The name is now used only occasionally.

Bring Up. — To make a form ready by means of under-
lays or overlays, so as to equalize the impression where it
is too light.

Broadside. — A large sheet printed on one side only, and
may consist of one job or a number of jobs.

Brochure. — A small pamphlet or a brief treatise in
pamphlet form. In advertising parlance, the word is applied
to booklets designed to appeal to the reader's artistic taste.
Pronounced bro-shoor' .

Bronzing. — The process of applying gold bronze to
printed work. The form is first printed with a varnish
known as sizing; then, before this is dry, the bronze powder
is dusted over it. The bronze adheres to the sizing and
gives the work the appearance of being printed in gold.
Where much bronzing is done, machines are used to do the
work.

207—11

48 ENGRAVING AND PRINTING METHODS §28

Bundle. — Two reams of paper; 50 pounds of strawboard;
100 sheets of cardboard,
bw. — Biweekly.

Cabinet. — An enclosed receptacle, generally used for
type cases and cuts.
Caps. — Capital letters.

Caps and Small Caps. — A colloquial expression for
capitals and small capitals. This Sentence is in Caps and
Small Caps. Caps and small caps are frequently used for
headings.

Caption.— The heading of a chapter, section, or page.

Caret. — A character (A) used in proof-reading to denote
an omission or an addition in the body matter.

Case.— The flat, wooden receptacle for type, divided into
numerous compartments, or boxes.

Casting Of f. — Estimating the amount of space the copy
will occupy when set in type.

Catch Line. — Technically, matter in small type connect-
ing two important display lines; the term is also sometimes
used to indicate the headline, or heading, of an advertise-
ment.

Chapel. — The organization of journeymen in a union
printing office. The head of the chapel is called the
chairman.

Chapel Laws. — The rules of a union printing-office

chapel.

Chase. — The steel or iron frame used to hold type while
being printed, electrotyped, or stereotyped.

Chromolithography. — A process of lithographic print-
ing extensively used, by which a picture is printed from
many stones in succession, each stone giving a different
color.

City Editor. — The writer or editor on a newspaper that
has charge of the reports of events in and around his
neighborhood.

Clean Proof. — Proof needing but few corrections.

Coated Paper. — A paper with a very fine, hard, smooth
finish, suitable for high-grade half-tone work.

§28 ENGRAVING AND PRINTING METHODS 49

Collate. — To examine the sheets of a book after they
have been gathered, to see whether all the sheets are there
and whether they follow in regular order.

Color Form. — A form to be printed in color to register
with a black form.

Color Printing. — Printing in colors as distinguished from
printing in black.

Column Wide. — Matter 1 column wide. The column
may be of any length and of almost any width, each publi-
cation having the right to give its columns any size. Usually,
newspaper columns are 13 pica ems, or 2i inches, wide, and
magazine columns 16 pica ems, or 2f inches, wide.

Column Rule.-- -The rule used to separate columns in a
newspaper or other piece of printing.

Commercial A. — The mark @ used in price lists instead
of at or to.

Comp. — An abbreviation used for compositor.
Composing. — The setting of type.

Composing Room. — The room in which type is set or
composed.

Composing Rule. — A steel or brass rule, with a projec-
tion at one or both ends, used in typesetting.

Composing Stick. — An adjustable, three-sided, steel tray
in which types are arranged, or composed, in words and
lines by the compositor.

Compositor. — A person that sets type.

Compound Words. — Two or more words connected with
a hyphen, or made a solid word, as half-tone and bookkeeper.

Condensed Type. — Type thin in comparison to its height.

Contour Type. — Another name for outline type.

Copy. — Matter in written or printed form that is to be
printed or otherwise reproduced. This may be a complete
printing plate, or electrotype, of an entire advertisement, or
simply text matter in manuscript form and cuts (if any are
used) with specifications for proper arrangement.

Copy-Holder. — A proof-reader's assistant, who reads the
original copy aloud to the proof-reader, who simultaneously
reads the proof of the matter set from the copy.

50 ENGRAVING AND PRINTING METHODS §28

Corrections. — The errors or alterations marked on a
proof.

Crowded. — An expression applied to type that is closely
set.

Cut. — A printer's term for all engravings and illustrations.

Cut-in Note. — A note justified into the side of a para-
graph. The letters of a cut-in note are usually smaller
than the type of the page.

Cylinder. — The rotating cylindrical portion of a cylinder
press.

d.— Daily.

Dabber. — The brush formerly used generally for driving
wet papier mache into the interstices of letters in stereoty-
ping.

Dagger. — A reference mark (t) used in printing and
writing; also called obelisk.

Dasli. — A line, plain or ornamental, between type matter;
also the name given to a mark of punctuation.

d. c. — Double column.

Dead Matter. — Matter in type not to be used, or ready to
be distributed.

Deckle Edge. — The rough, feathery edge of hand-made
paper. Some paper made by machine in imitation of hand-
made paper has deckle edges.

Delete. — A proof-reader's mark (^) signifying to take
out. Pronounced de-let ' . Commonly called an out mark, and
sometimes abbreviated dele.

Descending Letter. — A letter, some part of which
extends below the line; as g, j, y, etc.

Devil. — The boy that runs errands and does other odd
jobs around a printing office.

Dirty Proof. — An expression applied to proofs that con-
tain many errors.

Display. — The art of featuring certain portions of the
copy to give them strength and to attract attention. All
type aside from ordinary Roman and Italic is known as
display type.

§28 ENGRAVING AND PRINTING METHODS 51

Distributing. — Returning- types to their various boxes
after printing. The term is also applied to the process of
spreading ink evenly over the surface of a roller on the
press.

Ditto Mark. — A symbol (") used in printing usually
beneath a word to indicate its repetition.

Dotted Rule. — Brass rule ( ), with the face dotted.

Double Dagger. — A reference mark (J) used in printing.

Double Leaded. — Matter with two leads or strips of
metal, each 2 points thick, inserted between the composed
lines.

Double Rule. — Brass rule with two lines, one heavy and
one light

Doublet. — In proof-reading, a word or several words
duplicated by mistake.

Dummy. — A general layout of a booklet or book, used
to give an idea of how the job will look when finished, and
to show arrangement, quality of paper, size and weight. A
dummy is usually made up mostly of blank pages.

Duodecimo. — A book page, or leaf, about 4i in. X 7i in.,
or a book having pages of that size; originally a volume
having 12 pages to the sheet, but now more usually printed
with 16 pages to the sheet. Written also 12mo or 12°.

Dupe. — A contraction of the word duplicate; applied to
the duplicate proof that the compositor receives to show
amount of work he has done.

Duplicate. — The extra facsimile proof accompanying an
official proof when two proofs are asked for.. No errors
should be marked on duplicate proofs.

ed. — Every day.

Edition de Ijuxe. — A sumptuous edition of a book.
Electro. — Electrotype.

Electrotype. — A copper-covered duplicate of type or cut
matter, made type high, generally with a wooden or a
metallic base. As patent steel bases are now largely used
in book work, many electrotypes are not mounted at all by
the makers. The plates are fastened on the steel bases
by clamps when about to be used on press.

52 ENGRAVING AND PRINTING METHODS §28

Em. — The square of a type body. Called em because the
body of the letter in the Roman type is generally square.
The cost of setting reading matter is generally reckoned
on a basis of ems, there being an established price per
thousand ems.

em.— Every month.

Embossed Printing. — Printing in which the letters or
illustrations, in part or in whole, are in relief.

Embossing' Press. — A machine for raised, or embossed,
printing or stamping.

Em Dash. — A dash ( — ) an em long, used in indicating
punctuation.

En. — Half an em.

En Dash. — A dash (-) an en long.

End Papers. — Sheets of paper in the front and back of
bound books; sometimes conveying a small repeat design
symbolical of the contents of the book.

eod. — Every other day.

Errata. — A list of such errors as are thought necessary
to be called to the attention of the reader; sometimes placed
at the beginning or the end of a book.

Even Page.— The second, fourth, sixth, or any even-
numbered page of a book. Even pages are always the
left-hand pages of a printed book.

Extended Type. — Type that is broad in proportion to
its height.

Extra. — An edition of a newspaper containing important
news, and published at an unusual time.

Face. — The impression surface of a type or a plate; also
applied to the style of type, as bold face, light face, etc.

Fat. — Matter that contains many short lines and open
spaces, such as poetry and conversational matter, that can
be set easily and rapidly. Also set or plate matter that is
to be used more than once and does not require resetting.

Feeder. — A person or a mechanical contrivance that sup-
plies the printing press with paper, sheet by sheet.

Feeding. — Supplying the press with sheets.

§28 ENGRAVING AND PRINTING METHODS 53

Feet, Off Its. — Type that does not stand perfectly per-
pendicular, causing one edge of the face to print and the
other edge to be too low, due to a faulty making-up of
the form.

First Proof. — The proof first taken from the type; some-
times, but incorrectly, called a foul proof.

Fist. — The printer's term for the index mark (8®").

Flat Rate. — A fixed rate for advertising space, regardless
of amount of space and number of insertions used.

Flush. — Set with no indentions.

Fly. — The apparatus that delivers the sheets from a
cylinder press.

Fly Leaf. — A blank leaf at the beginning or the end of
a book.

Folio. — A book, periodical, or some similar publication
folded only once, and so having 4 pages to the sheet; hence,
a book of the largest size. The name of a size of paper
17 in. X 22 in. The number of a page, the even folios being
on the left-hand side, the odd folios on the right-hand side.

Folioing. — Page numbering manuscript or proof.

Follow Copy. — These words, when written on copy,
mean that the wording and punctuation of manuscript copy
must be adhered to; when written on printed sheets, that
the typography of the copy must be followed exactly, or as
closely as possible.

Font. — An assortment of type of a single size and style
as put up by type founders. The different letters in a font
vary in number, and are in about the proportions necessary
for ordinary work. Thus, a 20-a font would contain 20 a's,
8b's, 11 c's, 12 d's, 27 e's, etc.

Foot-Note. — A note that, instead of being embodied in
the text, is placed at the foot of the page with a reference
mark to connect it with the passage to which it refers.

Form. — A page or pages of type, engravings, plates, etc.,
locked in a chase ready for printing.

Forms Fur .July Close May 30. — Such a memorandum
means that nothing can be accepted for the July number
after May 30.

54 ENGRAVING AND PRINTING METHODS §28

Foundry Chases. — Chases used for stereotyping or
electrotyping.

Foundry Forms. — Forms to be electrotyped.

Foundry Proof. — The final proof before stereotyping or
electrotyping.

Fountain. — The reservoir for ink attached to printing
presses.

F. P. — Full position.

Frame. — The stand, or framework, on which type cases
are placed.

Full Stop. — Printer's term for a period.

Furniture. — Strips of wood or metal placed around and
between pages in a form to make the proper margin, or used
to fill in large blank parts in any printed matter.

Galley. — A wooden, or brass, flat, oblong tray, with side
and head ledges for holding type after it has been set.

Galley Proof. — First proof of work, usually printed on
long sheets of some soft, cheap paper, from the type as it
stands in the galley.

Gathering. — In bookbinding, arranging the folded sheets
in order in a book.

Good Color. — Sheets printed neither too black nor too
light are said to have good color.

Good Copy. — Plain, legible manuscript or reprint; also
applied to fat copy.

Good Word. — When the compositor or the proof-reader
is in doubt as to the meaning of some obscure or unfamiliar
combination of letters in his copy, he asks, "Is this a good
word?"

Gothic. — The common name in America of a plain Roman
type without ceriphs or hair lines, and with all the strokes of
a nearly even thickness.

Guards. — Slugs or thick leads that are type high; used
to protect the edges of type in stereotyping and electrotyping.

Hair Line. — The thin line of the type face connecting or
prolonging its parts. A very fine rule is spoken of as a
hair-line rule.

Hair Spaces. — The thinnest metal type space in use.

§28 ENGRAVING AND PRINTING METHODS 55

Half Title. — A short title heading*, the text of a book, or
a one-line title on a full page before the regular title page;
also the name of a display type.

Half-Tone. — A class of photoengraving in which the relief
lines are produced by etching a plate that has received the
photographic picture through a fine-ruled glass screen having
from 55 to 200 lines to the inch. The closer the lines the
softer the "tone," and the more difficult to print acceptably.

Hanging Indention. — Where successive lines are "set
in" an em or more beyond the first line, the whole is called
a hanging indejition.

Head Band. — A decorative band at the head of a page or
chapter in a printed book. Also a colored strip of specially
made silk placed at the top and bottom in the back of bound
books, between the case and printed sheets, to give the
bound volume a neat and finished appearance.

Headline. — The caption at the head of a page or an
advertisement.

Height to Paper. — The length of a type from the two
"feet" to the face. A letter that is lower than another will
not print, as it receives no ink and no pressure; that is, it is
low to papei\ A letter that is too long, is high to paper,
and will punch through the sheet, or break off, depending
on the height.

Hell Box. — The receptacle for broken or battered letters;
the old-metal box.

High Spaces. — Spaces purposely made higher than ordi-
nary so that they may be used in stereotyping and electro-
typing.

Imposing. — Arranging and locking up a form of type
pages or plates in a chase.

Imposing Stone. — Also sometimes called imposing table.
The stone- or metal-topped table on which compositors
impose and correct forms.

Imposition. — The art of laying out pages so that, when
the form is locked up and printed, they will come in regular
consecutive order in the printed and folded sheet, with the
proper margin.

56 ENGRAVING AND PRINTING METHODS §28

Imprint. — The name of the printer or publisher appended
to jobs or title pages.

Indention. — The space placed at the commencement of
a line; for example, at the beginning of a paragraph.

Index. — The mark commonly called a fist or a hand
in printing offices (see Fist); also, the alphabetical list of
subjects or items included in a book or pamphlet.

Inferior Letters or Figures. — Small letters or figures
set below the level of the line as in the following example:
H„ SO

Insertion. — Copy left out by accident, or additional copy
furnished to be inserted in original copy or proof. In news-
paper work, one insertion means to publish an advertisement
once; two insertions, to publish it twice; and so On.

Inset. — A sheet or section consisting of one or more
leaves, inserted or set in between the regular folded pages
of a book. Frequently termed insert.

Italic. — Sloping letters, having the general characteristics
of the Roman letter with which it is used. These words are
set in Italic.

Intaglio. — Printing in which the lettering is white on a
black background.

Job Font. — A font of type used for display, distinct from
a book font.

Job Office. — A printing office whose work consists mainly
of miscellaneous job work.

Job Press. — A press on which job work is done.

Job Printing. — A term generally applied to every class
of commercial printing, except the printing of newspapers,
books, and magazines.

Job Room. — The composing room of a printing office
where jobs are set, distinct from the book department or the
newspaper department.

Journeyman. — A printer that has served his apprentice-
ship and has learned his trade.

Justify. — To space out lines or pages to a given length,
so that they will be neither too long nor too short.

§28 ENGRAVING AND PRINTING METHODS 57

Keep Standing. — Type kept idle pending possibility of
use or reprint.

Key Form. — When a page or a form is to be printed in
two or more colors, the color that determines the position
and margins on the printed sheet is known as the key form.

Key Plate. — See key form.

Kill. — To "kill" type or other matter is to direct that it
is not to be used.

Laying Pages. — Placing pages on the stone in the proper
position for imposition.

1. e. — Lower case, referring to the small letters in the
lower case, as distinguished from upper case or capital
letters.

Leaded Matter. — Matter that has leads between the
lines.

Leaders. — Dots or hyphens placed at intervals to guide
the eye across a blank line to price figures, folios in tables
of contents, etc. Pronounced leed'-ers.

Leads. — Strips of metal of various thicknesses, used to
separate lines of type. Pronounced Zeds.

Lean. — Close, solid matter without break lines.

Letterpress. — Letters and words printed on paper or
other materials. This term is frequently used to distinguish
the printing of type from lithography, steel, or copper-plate
printing. It is also used to distinguish the text or type
work of a book from the illustrations.

Letter Space. — When a word is extended by placing
spaces between the letters, it is said to be letter spaced.

Line of Stars. — A line of asterisks (***) used to indi-
cate an omission in a sentence, paragraph, or article. A
line of stars is also used to indicate that an item set in
reading-matter style is an advertisement.

Lining Type. — Type in which all the faces on each
body— Romans, Italics, Gothics, Antiques, and all other
job faces — line with one another at the bottom.

Linotype. — A composing machine that casts a solid line
of type.

58 ENGRAVING AND PRINTING METHODS §28

Lithography. — The art of producing- printing matter from
a flat lithographic stone or a metal plate, on which a drawn
design, or transfer, has been made.

Live Copy. — Manuscript to be put into type; live matter
is matter that is to be printed— the opposite of dead matter.

Locking Up. — Tightening up a form in a chase by means
of quoins.

Logotype.— Two or more letters or words cast on one
body; as, fi, ff, and, of the, etc.

Long Primer.— An old type name. Sometimes now
applied to 10-point, though Long Primer was not exactly
10-point.

Lower Case. — Small letters; also, the type case contain-
ing small letters and figures.

Low to Paper. — Types or engravings that are lower than
the remainder of the form.

m.— Monthly.

Make. — In casting off matter, it is said to "make" so
much, as a galley, a stickful, etc., meaning that it will occupy
so much space.

Make-Ready. — The operation of making a form ready
for printing, after it is placed on the press, by means of
overlays and underlays. Also, the paper sheet on which are
pasted the overlays for a form.

Make-Up. — To arrange type matter, illustrations, etc.
into pages.

Mat. — Abbreviation for matrix.

Matrix. — In stereotyping, the papier-mache impression
of a form from which a plate for printing may be made. In
type-founding and in typesetting or type-casting machines,
the part of the mold that forms the face of a letter. Pro-
nounced either ma'-trix or mat'-rlx.

Matter. — Type that has been set. Designed as live mat-
ter (ready to print), standing matter (held waiting orders) ,
or dead matter (ready for distribution).

Measure. — The width of a type page or column or the
width of the job.

Misprint. — A typographical error.

28 ENGRAVING AND PRINTING METHODS 59

Miteretl Corners. — Rules beveled at the ends to form
borders.

Modern Face. — That style of Roman type having sharper
hair lines and longer ceriphs than the original old style, and
with more precise and symmetrical outlines.

Monotype. — A typesetting machine that casts individual
letters and characters.

Mortise. — A space cut out, as in the body matter of an
engaving or block, to allow for the insertion of other matter.
Mortised type is type in which some portion that does not
print is cut away, so that other letters or brass rules may be
inserted.

MS. — Manuscript; plural, MSS.

News Agent. — A person that sells newspapers at a stand
or in a shop or store.

News Companies. — Corporations formed for vending
newspapers and periodicals.

Nicks. — Grooves cast in the front of the lower part of the
shank of a type to aid the compositor in placing it correctly
in the composing stick. Nicks also distinguish one font
from another.

Nonpareil. — Six-point type; generally used for the read-
ing matter in large daily papers, and rarely used as a basis
of measurement of advertising space; 12 lines of nonpareil,
set solid, have the depth of 1 inch.

N. R. M. — Next to reading matter.

Octavo. — A book or pamphlet in which the sheets are so
folded as to make eight leaves, usually written 8vo. The sizes
of octavo leaves are usually as follows: Cap 8vo, A\ in. X 7 in.;
demy 8vo, h\ in. X 8 in.; imperial 8vo, 8i in. X 11 2 in.; medium
8vo, 6 in. X 9i in., the size usually assumed when 8vo alone
is written; and royal 8vo, 62 in. X 10 in.

Octodecimo. — A size of book in which each sheet of the
paper used makes 18 leaves or 36 pages; usually written
18mo, and called eig/iteenmo.

Odd Page, or Folio. — The first, third, and all uneven-
numbered pages. They are the right-hand pages in a book.

60 ENGRAVING AND PRINTING METHODS §28

Offset. — It commonly occurs that, as the result of insuf-
ficient drying; or from other causes, the impression of one
sheet appears on the back of another; such work is said
to be offset.

Old Style. — An early form of Roman-faced letter having
as its distinguishing feature a short and angular ceriph and
more white above and below the short lower-case letters
than in the modern faces.

Open Matter. — Matter widely leaded or spaced, or con-
taining numerous break lines.

Open Spacing. — Wide spacing between the words of a
line or different lines.

Out. — An omission marked in copy or proof by the reader.

Out of Register. — When the various colors of a plate or
type form do not properly connect, or the color lines of type
do not strike in the correct position, they are said to be out
of register; the expression is also used when pages on the
front and back of a leaf in books or periodicals do not exactly
back each other.

Out of Sorts. — When all of one or more letters in a case
has been set, the compositor is said to have run out of sorts.

Overlay. — A piece of paper placed on the tympan of a
press to make the impression heavier at the corresponding
part of the form, or to compensate for a depression in
the form.

Overrunning. — Carrying words backwards or forwards
in correcting type,
p. — Page; pp, pages.

Packing. — Rubber, paper, millboard, or some other sub-
stance used on the cylinder or platen bed of printing presses,
between the metal and the sheet to be printed.

Page Corel. — Twine used in tying up pages of type before
and after they are printed.

Parallel Rules. — Brass rules of various sizes with two
lines running parallel (==).

Patent Insides or Outsides. — Many publications in
small towns buy their paper from auxiliary printing houses
already printed on one side, and containing general and

§28 ENGRAVING AND PRINTING METHODS 61

miscellaneous matter. If the newspaper is printed on the
first and last pages, it is called a patent outside ; if it is printed
on the second and third or inside pages, it is known as
a patent inside. These "patent" sheets are printed in large
quantities and furnished to a number of papers in different
cities and towns at a fraction of what it would cost the small
publisher to produce them. Advertisements are accepted
for the patent sides by the houses furnishing these sheets.

Pearl. — An old type name; sometimes now applied to
5-point.

Perfecting. — Printing the second form of a sheet.

Perfecting* Press. — A newspaper or a book press that
prints on both sides of the sheet, from separate cylinders,
with one revolution of the press, and sometimes delivering
the sheets folded. A web perfecting press prints from a con-
tinuous web, or roll of paper; this is the kind of printing
machine on which all large newspapers are now printed.

Perforating-. — Cutting lines of small holes in paper, so
that it can be easily torn along the line.

Pi. — Type that has been dropped, upset, or otherwise
disarranged so that it cannot readily be used until it has
been sorted.

Pica. — Twelve-point type. Six lines of pica, set solid,
make an inch. Pronounced pl'-ea, the i being sounded as
in pie.

Pick. — When the ink tears minute pieces of paper from
the printed surface of a sheet, it is said to pick. Coated
papers pick more easily than other kinds.

Picking- Sorts. — Drawing type from one form to use in
another.

Pick-Up. — Standing matter that comes into use again
and is counted as new matter.

Planer. — A smooth, wooden block used for leveling a
form of type or for taking proofs by laying it on the surface
and tapping it with a mallet. The face of the planer used
in taking proofs is usually covered with felt or some similar
material.

62 ENGRAVING AND PRINTING METHODS §28

Platen. — That part of the job-printing press which presses
the paper on the form so as to obtain an impression.

Plates. — Electrotypes, stereotypes, or process engravings.

Point System. — The system at present used by all
American type founders for measuring and designating type
sizes, 72 points being reckoned to the inch.

Poster. — An advertising sheet of considerable size, usually
printed, and often illustrated and bearing large letters, so
that when posted on a wall, etc. it may be easily read.

Poster Type. — Large, heavy-faced type suitable for
posters; in the larger sizes, made of wood.

Pressman. — The person in charge of a printing press.

Press Proof. — After the pressman has made the form
ready according to the requirements of the job, a proof is
taken by printing an impression on a sheet of the stock that
the job is to be worked on. This proof is known as the
press proof and is submitted for the final inspection and
approval of the author, publisher, proof-reader, or whoever
has authority to say that the job is ready to print. On a
press proof, folio and figure numbers, cuts, colors, captions,
dates, etc., are verified; the register is inspected; illustrations
examined to see that the lights and shadows have been
properly brought out, and a general examination is given to
see that the color is uniform.

Press Revise. — A sheet from a form on press, to see if
all corrections have been made.

Pressroom. — The room in which the printing presses are
located and where presswork is done.

Presswork. — The work that is executed on a press or
printing machine.

Printing Press. — The machine on which printing is done.

Process Printing. — -Printing from plates made by the
aid of photography.

Proof. — A printed trial sheet showing a form of type or
plates in print, either with or without marked corrections.
Generally "pulled" to detect errors, or to satisfy the
customer that the setting is all right.

Proof Dummy. — A dummy made with duplicate proof.

28 ENGRAVING AND PRINTING METHODS 63

Proof-Paper. — The paper used for taking- proofs.
Proof Press. — A special press used exclusively for
pulling- proofs.

Proof -Reader. — A person that reads and marks errors in
proofs. Sometimes called a corrector of the p?-ess.

Proof Room. — The room or compartment in which proofs
are read and revised.

Proof Sheet. — The print taken from the type after the
compositor has finished his work, which is intended to be read
and corrected.

Pall a Proof. — To take a proof, by any process, is called
pulling a proof, from the original way of taking it on a hand-
press.

Put Up. — To capitalize a word; put down is to begin with
lower case.

Quadrat. — A low type used to fill out blank spaces at the
end of short lines of type and to fill various places where
white space is desired on the printed job. The word is gen-
erally abbreviated to quad.

Quarto. — Having 4 leaves or 8 pages to a sheet.
Abbreviated to 4to.

Query. — A mark made on a proof by the proof-reader or
author to call attention to a possible error or a suggested
improvement; generally expressed by an interrogation
mark (?).

Quire. — Twenty-four sheets of paper. However, most
papers now contain 25 sheets to the quire.

Quoins. — -Small steel or wooden wedges for tightening
and locking up a form. Pronounced koinz.

Quotation Marks. — Marks (" ") placed at the begin-
ning and ending of a quotation, and also used to indicate
conversation.

Quoted Matter. — Extracts and other matter placed
between quotation marks.

Rack. — Receptacle for chases, cases, or galleys.

Ratchet. — An instrument for turning the screws of elec-
trotype blocks.

Rate Card. — A card, or folder, giving advertising rates.

207—12

64 ENGRAVING AND PRINTING METHODS §28

Reader. — A person that critically examines literary mat-
ter offered for publication. Also, one who reads for the
correction of typographical errors; a proof-reader. Also, a
reading-notice advertisement.

Reara. — Formerly twenty quires of paper. For conve-
nience, most paper is now put up in reams of 500 sheets.

References. — Letters or characters used to direct the
reader's attention to notes at the foot of a page.

Register. — The exact correspondence of the type on one
side of a page, or leaf, with that on the other side. Also,
the correct relation of the colors in color printing, so that no
color overlaps or is out of its proper position.

Register Sheet. — The sheet used to test the register.

Reprint. — A new edition of any printed work. Also,
printed copy, in distinction from manuscript or typewritten
matter.

Retouching. — A name applied to the process of correct-
ing or improving photographic negatives or prints for half-
tone work, in order that the finished cut will print to the best
possible advantage.

Revise. — A new proof taken after the first proof has been
corrected in the type. Pronounced re-viz .

Revision. — The comparing of one proof with a preceding
proof to see that the corrections have been properly made.
Also, the examination or reexamination of a work, with
correction or change.

Roman. — The form of type face commonly used for books
and newspapers in English-speaking countries and by the
Latin races. It is of numerous varieties, as in the so-called
job faces, but by printers the term Roman is chiefly used to
distinguish these forms from Italic, Script, and Text, or
Black Letter.

. Roman Numerals. — The letters I, V, X, L, C, D, M, which

in various combinations such as I, IV, XII, etc. serve to
indicate number, as on a clock face. The first part of a
book, comprising the preface, table of contents, etc., is
usually paged with Roman numerals.

§28 ENGRAVING AND PRINTING METHODS 65

Roller. — A wooden cylinder or iron rod covered with a
soft composition, for inking the type.

Rough. Proof. — A proof taken quickly, without care.

Routing-. — The gouging-, or drilling out, of the blank
portion of a plate, to prevent it from blurring the work
in printing.

Rule Borders. — A frame, usually of brass rule, fitted
around an advertisement or a page of type.

Rule Work. — Composition in which rules are largely
used, such as panel and tabular work.

Run In. — To reset displayed type matter in the same
type as the body matter; also, to indicate that no paragraph
is desired.

Running Title. — The title of the book placed at the top
of each page; also called running head.

Run on Sorts. — In composing, an unusual demand for
any particular letter or character.

Run Over. — To carry words from the end of one line to
the beginning of the next, and so on to the end of the
paragraph, or until by closer spacing the matter is taken in.

Saddle Stitelied. — A cheap method of binding small
books by stapling them through the center of the back.

s. c. — Single column; also means small caps.

Seale. — The minimum schedule of wages adopted by local
typographical unions.

Script Type. — A type face made in imitation of writing.
Very little used in modern type setting, but still popular for
copper-plate and steel-plate engraving.

Semimonthly. — A publication issued twice a month.

Semiweekly. — A newspaper or other publication issued
twice a week.

Set Off.— See Offset.

Sheetwise. — When a form is imposed so that one half of
the pages is printed on one side of the paper and the other
half on the back, it is said to be printed sheetwise.

Shell. — In electrotyping, the thin film of copper that
forms the face of an electrotype and is afterwards backed up
with electrotype metal to the required thickness.

66 ENGRAVING AND PRINTING METHODS §28

Shooting Stick. — An iron wedge-shaped implement
used with the mallet in drawing wooden quoins together in
locking up. Rarely used in modern printing offices.

Short Page.— A page having a line or more less than
its fellows.

Short Takes. — In order to expedite the delivery of work
in the composing rooms, copy is divided into small sections,
or takes, and each section given to a compositor. This is
done to save time.

Shoulder. — The top of the body of a type between the
face and the edge.

Side Heads. — Words in heavier type than the body
matter, at the side or indented into a paragraph.

Side Stitched. — A book is said to be side stitched when
it is sewed or wire-stitched through the side instead of
through the back, as in saddle-stitched work.

Signature.- — Each section of a book as represented by
separate sheets is called a signatiwe. A book may consist
of one or of several signatures; for example, a 16-page
booklet printed on a single sheet has 1 signature, while a
160-page book printed in 5 forms of 32 pages each has
5 signatures. In advertisements, the firm name at the
bottom is spoken of as the signature.

Signature Mark. — A small letter or figure placed on the
first page of a signature. These are sometimes used to pre-
vent a wrong arrangement of forms in binding, but usually
the folio numbers are sufficient for this purpose. Where
signature marks are necessary, they should be placed in the
trim margin, so they will be cut off in trimming.

Slip Sheeting. — When printing on hard-surfaced, highly
finished paper, which will not absorb ink readily, a sheet of
blank paper is inserted between each printed sheet as it
comes off the press, to prevent offsetting. This is called
slip sheeting. Slip sheeting adds to the cost of presswork.

Slug.— A thick lead; the name is usually applied^ to all
leads thicker than 3 points. A slug with a word or figure
on top is sometimes used to denote the ownership of type
matter on galleys.

§28 ENGRAVING AND PRINTING METHODS 67

Slur. — A blurred impression in a printed sheet.

Small Capitals. — Letters having the same form as cap-
itals on the same size type body, but a smaller face.
Abbreviated to sm. caps, or c.

Solid Matter. — Type composed without leads; also, mat-
ter containing no break lines.

Sorts. — The letters in the several boxes of a type case
are separately called sorts by printers and founders. Copy
is said to be hard on so?is or to run on sorts when it requires
an unusual number of certain characters.

Space Rules. — Fine lines cast type high and of even ems
in length, for tables and algebraic work.

Spaces. — Short blank types used to separate one word
from another. To enable the compositor to space evenly
and justify properly, these spaces are cast in various thick-
nesses. Spaces are lower than the type and make no
impression on the paper.

Square. — The square is used by a few newspapers as the
basis of advertising space measurement. In different cities
the term varies in its significance, being understood to mean
eight, nine, or ten agate lines,, single column. It is grad-
ually being abandoned in favor of the agate-line basis of
measurement.

Stand. — The frame in which and on which type and rule
cases are placed.

Standing Card.— An advertisement or card that stands
a long time without change of copy.

Standing Matter. — Set-up type to be printed from, or
that has been printed from and is waiting to be printed from
again.

Stereotype Chases. — Special chases made for use in
stereotyping.

Stereotype Flong. — The prepared paper that forms the
matrix, or mold, for stereotyping.

Stereotype Printing. — Printing from stereotyped plates.

Stereotypes. — Printing plates made by pouring molten
type metal into a mold, in which the matrix is first placed.

68 ENGRAVING AND PRINTING METHODS §28

They are less expensive than electrotypes, but will not wear
so long nor do such fine work.

Stet. — Signifies, when written opposite an erroneous cor-
rection, that no attention is to be paid to such correction;
sometimes abbreviated to si. Another way of signifying
stet is to place a number of dots close together under the
words crossed out.

Stick. — Same as composing stick.

Stickful. — The quantity of type contained in a composing
stick, or about 2 inches.

Stipple. — A stipple cut is made from a drawing in which
dots instead of lines are used.

Stock Room. — The department allotted to the storing of
paper or printed stock.

Stone.— A table with either an iron or a stone top, on
which type is imposed.

Stop-Cylinder. — That style of cylinder printing machine
in which the drum or cylinder stops after the impression is
taken and does not resume rotation until it is necessary to
take another impression.

Style. — The particular method, in matters of spelling,
capitalizing, punctuation, and the like, in which one printing
office differs from others. This is called the style of the office;
it is sometimes formulated in a style card, or book, for the
guidance of the compositors.

Sub. — The person that takes a newspaper compositor's
place during temporary absence.

Subheads. — Words or expressions placed above or at the
beginning of chapters, sections, or paragraphs, to indicate
the subject matter that follows.

Superior Letters and Figures. — Characters set above
the level of the line of type; as M3, Zx + y.

Synonyms. — Words having the same meaning in the
main, but with a shade of difference in some of their uses.
A general acquaintance with synonymous words is of great
service to the ad-writer. Lists of synonyms are found in
most good dictionaries.

Tail-Piece. — An ornament used at the end of a chapter.

§28 ENGRAVING AND PRINTING METHODS 69

Take. — A portion of copy given to the compositor,
t. a. w. — Twice a week,
t. e. — Top of column.

t. c. n. r. m. — Top of column next to reading matter.

Text. — The body of a book as distinguished from the
notes, index, illustrations, etc. Also, the name of a style of
type.

t. f .— Till forbidden; that is, continue until ordered to dis-
continue, daily t. /. means run daily until ordered to stop.

Thick Spaces. — Spaces cast three to an em of any
particular body. A thick space is the average space used
between words.

Thin Spaces. — Spaces cast four and five to the em of
any particular, body.

Thirty. — This word, written in figures at the end of
telegraphic despatches received by newspapers, means that
they are finished.

Tooling. — Tooling consists in using a tool employed by
wood engravers in bringing out high lights and sharpening
straight lines on half-tones.

Transpose. — To change the order of words, -lines, or
spaces in a form. In proofs this is indicated by writting tr.
in the margin, and drawing a line around and from the part
to be transposed to the place where it is to be inserted.

Tympan. — A thickness or more, usually several thick-
nesses, of paper on the impression surface (as the platen or
impression cylinder) of a printing press, usually serving as
a basis for overlaying and cutting out to improve the quality
of the presswork.

2taw, 3taw, etc. — Two times a week, three times a
week, etc.

Type Gauge. — A graduated rule for measuring type.

Type High. — Anything the height of type.

Typo. — A short term for compositor.

Typotlietse. — An association of master printers.

Underlay. — In the process of make-ready, a piece of
paper or thin card placed under type or cuts to even up the
impression.

70 ENGRAVING AND PRINTING METHODS §28

Ungathered. — Books delivered to binders in sheets;
that is, not gathered into books.

Unlead. — To remove the leads from composed type
matter.

Upper Case. — The case containing the capital and small-
capital letters, fractions, etc.
w. — Weekly.

Wash Drawing. — A brush-work drawing generally made
with India ink, sepia, or neutral tint mixed with water.
A little water color is sometimes used. Wash drawings are
reproduced by the half-tone process.

Washing Up. — Cleaning rollers, ink slabs, type, etc.

White Page. — A blank page.

White Space. — The unprinted part of the page.

Work and Turn. — A. job is said to be run work and turn
when the same form is printed on both sides of a sheet that
is transposed in such a manner as to duplicate the work, the
sheet being cut in half when perfected.

Wrong Font. — A type that belongs to some other font
than that in which it is found. Abbreviated to w. /.

ADVERTISEMENT ILLUSTRATION

FUNCTIONS OF ILLUSTRATIONS

1. Illustrations in advertisements have three important
functions to perform; namely, (1) to attract attention;
(2) to illustrate the article; and (3) to convey a selling
argument by bringing out some particular point of merit.
An illustration is effective in just the degree that it per-
forms one or all of these functions.

ATTRACTING ATTENTION

2. Almost any illustration of adequate size will attract
some attention; but to have advertising value, it should
attract favorable attention. ;

Department stores and stores of a similar nature fre-
quently use, as "eye-catchers," illustrations that do not
relate particularly to any item of the advertisement but con-
nect in some way with the introductory remarks or announce
to the roving eye of the reader the general character or
the seasonableness of the advertisement. At the Christmas
season, for instance, an illustration of Santa Claus may be
used; at Thanksgiving time, a Thanksgiving-dinner scene;
and so on. In the advertisement shown in Fig. 1, there is
an illustration near the heading "Making a Home" that will
attract the attention of newly married couples and those
about to be married. Every illustration that draws attention
in this manner serves its purpose well.

Other classes of advertisers use illustrations principally to
attract attention. In the advertisement shown in Fig. 2, the

Copyrighted by International Textbook Company. Entered at Stationers' Hall, London

229

Making a Home

Is extremely easy— within the reach of every
couple— it is only a matter of taking advant

age of the opportunity this store offers.

No matter how small your income —
no matter how much or how little
cash you may have to spare.

Out Liberal Credit System
is at Yo<< * Service

sh that home for you NOW—
and

you can
pay us a little
each week or
each month as
you earn the
money, and if
sickness orloss

of employment should occur, wc will extend
the time to suit your own convenience. Note
the remarkably low prices and easy terms
offer herewith.

White Enameled

Refrigerator

As an Example of the Values W« Offer
Look at This

Morris Chair

Wagon
Umbrellas.
45c

S. W. Cor. 11th and Main leaser credit „ c J?*??^*

Fig. 1

The "Makingf-a-Home" illustration draws attention to the advertisement as a whole

-2

§29 ADVERTISEMENT ILLUSTRATION

3

stork is used to draw attention to the text relating to Nestle's
food. Although the stork does not illustrate either the food
or any of the selling points, the association of the stork with
babies makes the illustration one of strong attractive value,
and it is well worth the space it occupies.

STORK-TALKS

TO MOTHERS— I

" Mothers: every baby I bring you can be
kept fat and laughing and healthy by
the use of the right kind of food."

" I wish I could get all mothers to
realize this fully, because out of the six
million babies I will bring during the
next ten years, there will be three
IjZmv million whose little lives could be
mJjPmr saved if their mothers would only
heed my advice about food."
pi " So first, last and all the time, my recom-
' mendation to mothers is— Give Your Baby a
Food that Really Nourishes."

Nestle's Food

is the best for your baby, whether healthy or delicate or ill. It
supplies healthy babies with the substantial nourishment needed
for rapid growth. It nourishes delicate infants to robust health,
and in illness is often the only food that will agree with baby's
delicate stomach.

Nestle's Food is always safe to use and easy to prepare.
Only water need be added.

THE MOTHERS' BOOK

a practical, sane treatise on the modern successful methods of raising in-
fants. This book and a trial package of Nestle's Food (sufficient for twelve
meals) will be sent to you free for the asking. For baby's sake, for your
own information and^guidance, write to-day for this Book for Mothers, and
free package of Nestle's Food. Write now.

In use for 35 years.

HENRI NESTLE. 75 Warren St., - NEW YORK f

Fig. 2

Example of a good "eye-catcher" illustration. The stork is always associated

with babies

While it is sometimes permissible to use an illustration
primarily for the purpose of attracting attention, there should
be some relation between it and the text and, if possible, it
is better to make the illustration help the copy in telling the
story of the advertisement. There are entirely too many
advertisements in which the illustration attracts attention
because of cuteness or pictorial value but does not bring
about any association of ideas that helps the sale of the
article. Sometimes such an illustration will so divert the
thought that the reader will not recall the article advertised.

Hammer the Hammer

without the slightest fear of discharge, if
it's an "Iver Johnson." You take no
risk even if it is loaded with ball cartridges.

Try it at your peril with any other
revolver irrespective of
its price.

The only revolvers
which cannot possibly
be discharged by accident
are the

IVEyOHNSON

REVOLVERS

Throw one loaded against a stone wall — on the floor, snap the hammer with your thumb— ft
Cannot "go off' BECAUSE the hammer never touches the firing pin under any circum-
stances. This is the exclusive patent of the "Iver Johnson."

Press the trigger and it raises a lever between firing pin and hammer which the hammer
strikes, and it never fails to fire when you intend it should.

No Argument is Required as to the Need of a Revolver

in the house, at the office, when traveling. Your only fear is of accidental discharge,
which is now entirely overcome to the satisfaction of every reasoning person.
Iver Johnson Revolvers are for sale by dealers the world
over, but if for any reason your dealer refuses to
supply you, we will send direct. There is no
real substitute ; don't accept a make-believe.
PLEASE SEND FOR ILLUS-
TRATED CATALOGUE, IT TELLS
THE WHOLE STORY OF SIZES,
STYLES, CALIBRES AND PRICES*

Iver Johnson's Arms & Cycle Works g . p e a r i stock*

FITCHBURG, MASS, ^^j^StW $1.25 extra

Iver Johnson
Safety Automatic
Hammer

$5#00

Iver Johnson
Safety Automatic
Hammerless

$6.00

Extra Length Bbls.
50c, per inch

Fig. 3

The unique illustration, the well-chosen headline, the curved border, and the convincing
text, make this advertisement very strong

.Watch

marks the
minutes for
millions and
has well earned
the title of the
World's Timekeeper.

An illustrated history of the watch sent free
ELGIN NATIONAL

i want more pay
belp yon get it.
■ nearly eleven years
ve have been training
men and women for
/positions and salaries
'which they could not
ive otherwise obtained.
Mark X before the position
you want, fill in and send us
coupon; we will explain our
plan by return mail.

International Correspondence Schools,

IUech. Engineer
Meek. Draftsman
Steam Engineer
Gas Engineer
Refrig. Engineer
Elect. Engineer
Electrician
Telephone Eng.
Mining Engineer
Architect
Arch. Draftsman
Chemist

Ornain'l Designer

Civil Engineer
Survejor
Sign Painter
Letterer
Navigator
Bookkeeper
Stenographer
Teacher
Cotton MillSupt.
Woolen Mill Snpt.
To Speak French
To Speak German
To Speak Spanish

Fig. 4

The large and unusual illustration com-
mands attention

Fig. 5

A hand is always useful for attracting- atten-
tion to an article held in it, because
that is the natural method of
showing: an article

§

6 ADVERTISEMENT ILLUSTRATION §29

METHODS OF ATTRACTING ATTENTION

3. An illustration may attract attention by its uniqueness,
its unusual shape, its strong contrast, its coloriiig, or its
pictorial value.

4. Unique Illustra-
tions.— In Fig. 3 the

sight of a man 'hammer-
ing the hammer" of a
revolver — ordinarily, a
dangerous thing to do —
is unique, and it arrests

The advertisement shown here is in the shape attention immediately.

of a tag: While the illustration is

almost sensational, it still brings out the strong selling point
of the revolver, namely, that it cannot be fired except by
pulling the trigger. Figs. 4 and 5 show additional examples

5. Illustrations
of Unusual Shape. —

As most advertisements
are rectangular in shape,
a design that is round or
in the form of some
article, or that has an
unusual outline will at-
tract the eye. Figs. 6,
7, and 8 show how it
is possible by this plan
to get a striking effect
in even a very small
advertisement. In

A modification of the circle form of display that FigS. 6 and 8, the
is appropriate and effective .

advertisements are
designed so as to show the shapes of the articles offered for
sale. Such advertisements are much more attractive than
mere text advertisements could be. In giving attention to
the various exhibits of this Section it should be borne in

'ACS AND BUSINESS HELPS

1 put you in touch with more business. Then
ossible customer in every commercial enterpris
ormation and catalogue sent on request.

^btiitooii eMaiiufacfiuitifl Sompatijj'

Boston New York Philadelphia Chicago St. Louis

of unique illustrations.

There is a call for expert electricians
An J. C. S. Course will qualify you
to respond. Advance and earn a
higher salary. Keep your present
position while you fit yourself for
a better one. Write now for free,
circular "Electric Lighting
and Railways."

INTERNATIONAL
CORRESPONDENCE SCHOOLS,
Box 1 193, Scranton, Pa.

Fig. 7

8 ADVERTISEMENT ILLUSTRATION §29

mind that nearly all the examples have been reduced from
the original sizes.

6. Illustrations Showing Strong Contrast.— An

illustration may, like good display type, command attention
by the force of its contrast. The black and white illustra-
tion shown in Fig. 9 stands out so boldly that the reader
can hardly pass it unnoticed.

7. Use of Colors. — At present, illustrations printed in
two or more colors are used mostly in booklets, catalogs,
etc. Special numbers and special sections of newspapers
are sometimes run in two colors, and magazines are begin-
ning to use two colors to some extent on their inside adver-
tising pages; but this color feature has not been- extended
to illustrations except by special arrangement, the extra
color — red— being used ordinarily only for display lines.
However, very fine colored illustrations are printed on the
back covers of some magazines. These illustrations are
printed at the time that the. front covers are printed. Other
colored advertisements, by special arrangement, are printed
on insets. The back-cover advertisements in colors, on
account of the position they occupy, the cost of preparing
the several plates required, and the additional presswork,
command a much higher price than inside pages in one
color — usually three or four times as much. As insets are
printed independently of the rest of the magazine, the adver-
tiser can use his own discretion in printing two, three, or
four colors.

Some very fine two-page and four-page colored insets have
appeared in recent years. Several years ago, a large con-
cern dealing in ready-mixed varnish used a four-page inset
in colors in three magazines of large circulation, the colors
in the advertisement portraying the different shades in which
the varnish could be purchased. For a subject of this kind,
or for an advertisement showing carpets, wall papers, fine
pottery, or some such article, an illustration in colors has a
great advantage over an all-black illustration. While a back
page in colors or a colored inset costs a great deal more

Omega Oil

Cold in
the Chest

Now, see here a
minute, my friend.
You ought to know
that you can't cure
a cold in the chest,
or sore throat, or
shooting pains in
the lungs, by
swallowing medi-
cines. The stuff
you swallow goes
into your stomach,
and your trouble is
not there at all.
What you want to
do is to rub your
throat and chest
with Omega Oil,
and do it quick,
too. Nature
made this oil
for exactly this
purpose. It
subdues and overcomes the inflammation and is at
least a hundred tim es better than a sticky, itching, nasty
porous plaster. Don't lose
time fooling with such things,
but start using Omega Oil as
quickly as you can.

Tell your druggist you
nothing else. If he refuses to supply yot
Omega Chemical Co., 257 Broadway, New York,

Fig. 9

A mass-shaded drawing that attracts attention by its strong contrast

207—13

10 ADVERTISEMENT ILLUSTRATION §29

f

than an ordinary page advertisement,* the advertiser gets
attention that he could not command in any other way.

8. Pictorial Value of Illustrations. — The beauty of
an illustration or the faithfulness with which it reproduces
the article offered for sale may be such as to make it very
attractive. Observe the illustrations shown in the adver-
tisements reproduced in Figs. 10 and '11. While the one
shown in Fig. 10 is very simple, it is strong by reason of its
faithful portrayal of the subject and the manner in which
it is made to serve as a border for the text. In Fig. 11 is
shown an example of the highest grade of real-estate illus-
tration. The strength of the text of this advertisement is
increased greatly by the artistic representation of "Park
Hill" residences.

Peculiar poses of human figures, unusual arrangements ol
objects, or exaggerated perspective (see Fig. 12) may pro-
duce striking effects. In striving for these effects, great
care should be taken that the illustration does not become
grotesque or repulsive. It is not enough that the illustra-
tion command attention; it must attract the right class of
people, and the attention must be favorable to the adver-
tiser's purpose. A repulsive illustration may prevent the
reader from perusing the text. Thus, the advertisement of
manufactured shortening that attempted to eriiphasize the
cleanliness of this product, as compared with lard, by means
of a filthy hog surrounded by scavenging flies, was certainly
ill-advised. The reader has a right to expect that an illustra-
tion is always in harmony with the accompanying text. If
the illustration is pleasing, he expects that the text will be
the same, and vice versa. Fig. 13 shows an advertisement in
which the illustration does not create a pleasing impression.

To command favorable attention, the illustration should
be clean and bright. If human figures are introduced, they

*The cost in McClure's, for instance, at the time of the publication
of this Section, is $1,656 for the back cover page in colors and $1,242
for a 2-page inset, the advertiser to furnish the inset already printed;
while if as many as three pages are used in a year, the rate of $414
a page may be obtained for an inside page in black.

my

CORN SYRUP

The new table delicacy with
a new flavor. A pure, whole-
some, delicious product of corn
with all the strength-giving
elements of the grain retained.

K§ro CORN SYRUP,

A fine food for feeble folks.

A table delight for morning,
noon or night. Unlike ordi-
nary syrup, its purity is pro-
tected, cleanliness assured,
goodness guaranteed, by a new,
novel, airtight, solderless tin.

Best for every home use —
from griddle cakes to candy.

The Great Spread
for Daily 'Bread.

At all grocers in two sizes, 10c and 25c. tins.

ILLINOIS SUGAR REFINING CO.,

Chicago, U. S. A.

Fig. 10

The pictorial value is strong: in this ad /ertisement. The corn border takes up a
erreat deal of space, but it s worth the room it occupies

11

is a completed and restricted community of artistic homes and the best
improvements situated it an elevation of 300 feet, overlooking the famous
Palisade aDd the beautiful Hudson.

Though thoroughly protected from intrusion by its location, Park Hill
has within easy reach the churches, schools and markets of Yonkers, enjoying
all the protection and advantages of this progressive city of 70,000 inhab-
itants.

In convenience, beauty, healthfulness, social life and everything that
makes a home location attractive, Park Hill, "The Suburb Beautiful,"
presents a combination of city and country advantages that cannot be
surpassed. On the very northerly edge of New York City, just beyond Van
Cortlandt Park, in tho direct path of the city's greatest growth, it is reached
by 3 rapid transit lines, 45 minutes from the Battery, and 30 minutes from
the shopping districts.

With the extension of the Subway up Broadway and the electrification
of the Putnam Division of the New York Central, Park Hill will enjoy the
. cheapest and best transportation service of. any suburb around New York,
free from all annoyance of fogs, femes, bridges, transfers, tunnels, etc.

You could want no better, more attractive, more convenient location
for a real home, and you could hardly find a more desirable investment.

The time to buy to the best advantage is tow. Choice plots are
offered on easy terms. Write to-day for booklet, map and full information.

AMERICAN REAL ESTATE COMPANY
5th Avenue & 44th Street, New York

503 Night and Day Bank Building. Telephone, 3586-3Sth Street

Fig. 11

An unusually high-grade example of an illustrated real-estate advertisement
from three columns wide

Reduced

12

The
American Boys
Favorite
Breakfast

Example of the use of the false perspective in an advertisement. The photograph
of the pancakes was pasted on the smaller-scale ohotograph of the boy
13 and the table, and the whole reproduced in hair-Lone

Dirty Carpets Breed Disease Germs.

Carpets are an abiding place for dirt, no matter with
what care they are swept.

Why not have a nicely finished wood floor? Don't
endanger the health of your family by needless, delay.
The cost is trifling.

Wood Floors Finished With
(J' SANITARY. *V

Jap-a-lac is the best wood finish in the market. No
other finish is as brilliant, elastic, or durable. It is equally
good for floors and interior woodwork.

Anyone can apply it. Jap-a-lac stains and varnishes
, at one application." It is equally good for new and old
woodwork. Try a sample can. Send for it today.

Made in the following: colors : Natural or Clear (best for natural
woods). Cherry, Mahogany, Oak, Malachite-Green, Ox-Blood Red,
Walnut. Ivory, Spruce, Drab, Yellow. Brilliant, .and Dead Black.
SOLD BY PAINT DEALERS.

bOLU BY HA IN 1 DEALERS.

Full quart can, any color, express prepaid, 75 cents.

The Gliddcn Varnish Co., Cleveland, 0.

FREE.— Sample of finished woods and booklet mailed free.

Pig. 13

This advertisement is clever, but it approaches the proposition from a negative standpoint and
leaves in the reader's mind an unpleasant association of ideas— .

death with Jap-a-Lac 14

t% If ^

% NABISCO

Sugar Wafers

As Exquisite as the Blush
of Beauty— as Subtle in
Flavor as the Breath op
a Violet Caressed With
the Morning Dew,
Made in Many Flavors.

Fig. 14

this advertisemenr the high quality and delicacy of the wafers is suggested by
association with the violets

16 ADVERTISEMENT ILLUSTRATION §29

should be represented as looking healthy and happy. Thus,
an advertisement of a health resort should not depict newly
arrived invalids on crutches or in wheel chairs, but should
show rejuvenated men and women glowing with health as a
result of the beneficent agencies described in the text. A
seeming exception to this principle is found in some patent-
medicine advertisements that are illustrated with gruesome
hospital scenes, or the painful lives or sudden deaths of
sufferers from the maladies the medicines are advertised to
cure. These advertisements are designed to scare the weak-
willed into buying the medicines, and they no doubt draw
business from morbid persons. The better class of modern
medicinal advertising, however, is conducted along different
lines. Cuts of persons restored to health are shown, and
the text has an inspiring tone that tends to cheer the suffering
reader and give him confidence in the medicine.

Such advertisements as the one shown in Fig. 14, by their
beauty and daintiness, create an impression of high quality
for the goods.

SELECTING OF ILLUSTRATIONS THAT ATTRACT
ATTENTION

9. In selecting an illustration for the purpose of attract-
ing attention, it is advisable, when possible, to choose one
that will also illustrate the article offered for sale or some
selling point. When space costs from 50 cents to $5 a line,
it is desirable that the illustration should add a selling force
to the advertisement proportionate to the space it occupies.
In Fig. 15, for example, the picture of the athlete not only
attracts attention but gives the impression' that Shredded
Wheat is the best of food for building up a strong body.
How much more effective this illustration is than a picture
of a lion would be. The lion, of course, would typify
strength, but the connection with Shredded Wheat could not
be shown. Observe also Fig. 16. While the illustration in
this advertisement does not bring out any particular selling
point of any of the articles, it is very suggestive and is in
harmony with the advertisement as a whole.

The Top Notch of Mental and Physical

POWER

is reached through nourishing,
easily digested foods combined with
rational exercise and a careful obser-
vance of the laws of hygiene.

Shredded Whole

Wheat

is rich in the proteids that repair waste tissue
and the elements that build the perfect
human body. It contains all the nutri-
tive, strength-given material in the whole
wheat made digestible by steam-cook-
ing, shredding and baking.

It is found on the training table
of every college and university.
Contains more nutrition than oats
and corn and is more easily digested.
A food for the invalid and the ath-
lete— for the indoor man and the
outdoor man.

A breakfast of SHREDDED WHEAT BIS-
CUIT with hot or cold milk or cream will
supply the energy for a whole day's work.
TR1SCUIT is the same as the Biscuit, ex-
cept that it is compressed into a wafer
and is used as a TOAST for any meal, in-
stead of white flour bread. At all grocers.

The Natural Food Co.

Niagara Falls, N. Y.

IT'S ALL IN THE SHREDS'

Fig. 15

The illustration in this advertisement attracts attention by its strong: contrasts of
light and shade, its pose, and its position. Observe how the action in this picture
directs the reader's attention to the upper part of the advertisement

17

18 ADVERTISEMENT ILLUSTRATION §29

Some years ago, in several monthly magazines, a national
employment bureau ran a full-page advertisement that was
illustrated with pictures of several of the United States
battleships and cruisers and was headed "Uncle Sam Wants
Men." Although the illustrations were very attractive and
commanded attention, the advertisement did not prove
profitable, because it attracted the particular attention, not

A very appropriately illustrated and displayed advertisement. The omission of
the border on the side next to the cut shows good judgment. A heavy
border running entirely around this delicate illustration would
lessen its attractiveness

of persons seeking employment in business, but of those
interested in the naval service and naval matters generally.

10. The notion that a pretty illustration can be adapted
to any advertisement is an impracticable one, and frequently
proves to be expensive. It probably had its origin in an
exception to the general rule, namely, that an illustration of
a pretty woman or a bright-looking child is well adapted to

Fig. 16

29 ADVERTISEMENT ILLUSTRATION 19

a great variety of advertisments and may be used to draw
attention when nothing more closely associated with the
article can be found. An illustration that has a direct con-
nection with the article should be used whenever possible.
If blankets are offered for sale, illustrate blankets. If a
rheumatism cure is being advertised, nothing will be gained
by using an illustration that will draw the attention of every-
body. Persons free from rheumatism will not be interested
anyhow, and will not buy. It is better to use an illustration
that relates exclusively to the ailment or to the remedy and
that will appeal particularly to rheumatic sufferers — the
figure, for instance, of a man with a rheumatic back or knee.
Force is lost by trying to interest all; whereas, the illustra-
tion that appeals to a class, gains force by concentration.
So far as general publicity is concerned — the creating of
future patronage among persons not at the time suffering
with rheumatism, but who may be some day — it is certain
that the specific illustration will do as much as the general
one.

ILLUSTRATING THE ARTICLE ITSELF

11. Sometimes, the best illustration to use in an adver-
tisement is a plain reproduction of the article itself. This
fact holds true for most retail advertising. Most of the
goods sold at retai! are either staples or of such a character
that the desire for them is already created, and it remains
for the advertiser merely to inform the reader of the style,
appearance, texture, price, etc. In doing this, a picture of
the article itself, if it is susceptible of such treatment, will
convey concrete and specific information that might be lost
in written description. It is very important that illustrations
of this class shall not only do full justice to the article
depicted but that they shall also bring out and make instantly
apparent the chief selling points claimed for the commodity,
so far as a picture can. This is where the illustration should
truly illustrate. In an advertisement of stylish shoes, it
would not be wise to use a cut showing an out-of-date

20 ADVERTISEMENT ILLUSTRATION §29

pattern. If a piece of furniture is mahogany, it should not
be pictured as weathered oak.

12. The illustration in the advertisement shown in Fig. 17
tells the reader practically nothing about the stove that is
advertised. If, instead of this giant hand holding aloft a
diminutive toy stove, the space were devoted to a well-
executed picture of the stove alone, the illustration would

The Economy Eclipses Every
Effort in Stove Selling

We can't help blowing our own horns once in
a while, particularly when our carefully laid
plans go through without the least possible,
hitch. This is the case with our stove busi-
ness this fall; everything turned out as we
predicted, and in consequence this store has
become the stove center of this part of the
state, backed by Stoves of the most famous
makes.

A superior Heater fitted for double heating
purposes and suitable for large room house; at

$22.50

Other Parlor Heaters with beautiful nickel
trimmings. Prices begin at

New Location t

316-318 Lackawanna Ave.

Fig. 17

undoubtedly attract the attention of possible purchasers and
convey to the reader a definite selling message.

It is not in retail advertising alone that illustrations of
the article itself are found to be useful. Many general and
mail-order advertisements are also illustrated in this manner.

13. There is nothing unique about the advertisement
shown in Fig. 18, nor does human interest enter into it, yet
it is one that will make sales, for it shows an inkstand of a

§29 ADVERTISEMENT ILLUSTRATION 21

good design and . then tells all about this inkstand. The
advertisement shown in Fig. 19 is likewise well illustrated;
it brings out in an artistic illustration a handsome design in
silver spoons.

Where advertisements are run on poor paper and the
printing is done at high speed, it is not always possible to
have high-grade illustrations; that is, illustrations that do
justice to the articles themselves. But even where it is not
possible to bring out the finest effects, illustrations of

NON-EVAPORATING INKSTAND

PATENTS

AUG. 8.1905
AUG.28.I906
SEPT.II, 1906

Supplies Just
Right Amount of Ink
to the Pen Without
Pressing Down a Funnel

Send for our Catalogue
of Office Specialties.

The "Capitol" is a large and handsome inkstand equally suitable for home or office desk, constructed on scientific prin-
ciples. The broad, flat base gives stability (impossible to upset it), and the graceful dome-shaped reservoir will hold several
months' supply. Protected both from air and dust, the ink can neither evaporate nor clog, and always remains clear and
fluid until the last drop is used from the concave depression under the funnel. Inking of fingers impossible, as funnel con-
struction keeps pen-holder clean. Get a "Capitol" to-day and see how far superior it is over all other inkstands.
Single "Capitol,'' pressed gloss, SOc? cot glass, 91.0V.
Pair, wltli oak or mahogany base, black and red funnels, pressed glass, $2.S5| cut glass, $8.86.
Fitted with ornamental Sterling Silver tops, an especially handsome gift, *2.60 extra.

For sale by most stationers. If yours cannot supply you, write direct to us mentioning his name. If you
order from us direct, add io cents for single and 20 cents for double stands, to cover delivery charges.

CVSHMAN <£. DEN I SON MFG. CO.. Dept. «, 240-242 W. 23d St., New York

Fig. 18

A plain picture of the article that makes an effective illustration

articles to be sold add great strength to the advertisement,
as will be seen by referring to Fig. 20. These illustrations
show the design and class of the furniture as no text
could do.

The advertisement shown in Fig. 21 illustrates the Knox
hat and at the same time brings out the strong selling point
that the variety in Knox hats enables every wearer to get
just the kind of hat that suits him. Note the economical
way in which the hands are shown.

COMMUNITY SILVER

COMMUNITY SILVER is made only in one
grade of plate— the best. Its quality is as fixed
as Sterling. In buying it, every dollar spent becomes
a sure investment.
Made only in a plate heavier than triple, Community Silver is sold
at about the price of ordinary plated-ware.

cASK YOUR "DEALER

ONEIDA COMMUNITY, Ltd.

ONEIDA, N. Y.

Fig. 19

By showing- the entire set of spoons, the advertiser has secured a somewhat striking
design, but it is doubtful whether such a liberal use of space is advisable where
the article might be more economically illustrated and thus give
more space for a statement of the merits of the spoons

22

Semi- Annual Sale

The sale is now at its height The last shipments of dis-
continued patterns and special lots bought for the sale at dis-
counts of 20 to 40% have been received from the manufacturers.
t*i New furniture for our fall trade is arriving daily, and to add to
j[| the variety and attractiveness of the sale assortments much of
jjr" it is offer.

offered at specially reduced prices at this time.
Description, a-nd Prices of Furniture Shown in Illustrations

The sketches ?ive an idea of the designs of some of the furniture contained in the
sale. The excellence of the materials and workmanship can be appreciated only after
=in examination of the goods themselves.

S63: Sale Prii
Z Rococco Birdseye Maple E
Former Price. J60: Sale Price. $29.
3. Rococco iiirdseye Maple Chiffon

4. Colonial Oak Library Table. Top.
26x33 inches; one drawer. Former Price,
S26.; Sale Price, $13.50.

5. Lnuis XVI. Mahogany Music Cabi-
net; height. 41 inches; width. 22 inches.
Former Price, $30; Sale Price, $19.50.

6. Solid Mahogany Sel

length. 72 inches. Former Price. $100|
Sale Price. S59.

8. Colonial Weathered Oak China Cabi-
net; height, 56 inches; width, 40 inches.
Former Price. S27; Sale Price. $19.50.

9. Colonial Dining Room Table, in
Weathered. Golden and Cathedral 6nisbes.
Special Sale Price. $24.

10. Colonial Mahogany Tea Tablei top,
22x36 inches. Former Price, S21 "
Price, $9.73.

Sale

Former Price,

S4S. Sale Price. $24.

7. Colonial Weathered Oak Sideboardi

All odds and ends and samples that have served their usefulness have been marked at radical reduc-
tions to insure their immediate sale — we cannot spare them room. In this classification are many pieces
of high-class furniture at half price. The following lists contain only a few of the many bargains we are
nowofferino- in the different departments. If you are contemplating the purchase of furniture, curtains
or Oriental rugs, you should not fail to visit our store at this time:

( Living Room Furniture S

- Sob IfcpaCrr.-

Dining Room Furniture

>

La.ce Curtains

We have placed on

sale 5.000 pairs of

Lace Curtains at reductions of 20T» to

Brussels

r Curtains ^

IrlshPolnt Curtains

Arabian Curtains

Rfgf SI

IS -25 —

Rufriod Not

Muslin
Curled n«

RjpilAr - «*

Tambour Curtains

nc? 2-pa.r lots in all

i at .ia,i price.

Bed Room Furniture

Special

We have on hand an elegant hand-tufted
Donegal rug. made to order for one of (he

we accepted it for slock at a re-
duced price. It measures 16x17 fceL The
price was $450. It is an almost unheard-of
bargain at the special price of $225.00.

Chairs and Rockers

■re? a

Oriental Rugs

Fig. 20

The line cuts in this advertisement are well adapted to bring: out the higrh
quality of the furniture advertised. Observe how space
23 has been economized in the arrangreme it

Two straw hats of exactly
the same head-size, but with a
difference in height of crown and
width of brim. Each one is a 1907

KNOX

HAT

and hence in the latest fashion, but
such little differences
as these make it easy
for you to secure
just the hat that is
most comfortable
and becoming.

Fig. 21

"One Month's Supply of Ink

Lasted Five Months"

If you are a large user of ink vou cannot afford to overlook this veil that
will pay for itself in a few months' reduction of ink-hills, and will then go

you are nevenhe'ess interested in a well that is immeasurably more con-
venient, safer and more lasting than any other ever devised.
We will gladly furnish, upon application, full particulars of the practical
test referred to in this adrertirement, as well as copies of letters of endorse-
ment from well known concerns in almost.every line of business.
Re ular Price $1.50— Read This Special Offer. Cut out and
mail this advertisement to our home office, with your name and address and
the name and address of '. our stationer. Etiolose $1.00 or if you prefer, de-
posit ft 0D with the stationer, and vou will receive a REVOLVING INK
WELL promptly, thus saving one-third of the usual price. >'J i/n/tr.

REVOLVING INK-WELL CO., Inc.,

Such is the result reported by one
of the innumerable satisfied users of

The Ink-Weil That Fills Itself*

A railroad company equipped its billing desks
with REVOLVING INK WELLS. At the
end of a year they found this result:

Each Clerk formerly used • 5 qts. per year.
With Revolving Well he used I qt. per year.
Each Revolving Well SAVED 4 qts. per year.
l6co Revolving Wells are now used by this road.

Why it Saved 80% of the Ink Bill

Practically No Evaporation. With mosl wells "Evap-
oration" gets more ink than the user,
j • Frequent Refilling' Eliminated, Coes three to six
■ times as long helweeii fillings as other wells, and there's no
waste when it does require filling. This means time saved, too.
No Dust or Rust. Most wells collect dust in the ink, or con-
dirty pens. In the Revolving Well, the last drop is as usable as
the first.

Virtually Impossible to Upset. An overturned fnk-we'I
means wasted ink. Remember, too, the damage to clothing,
papers, etc.

Jnst a Pen-Full at a Time. Never any Ink on the pen-
holder ; never too much on the pen. Deep or shallow dip to suit
any pen point.

Indestructible. Made of heavy pressed glass; «ti?tget out

Home Office. LOUISVILLE, KY.
Chicago Office, Suite 907, 185 Dearborn St.

Fig. 22

The sectional view in this advertisement shows the reader how the inkstand operates

24

Drink
Better
Coffee,

Save
Orxe
Tkird

Coffee is healthful if made right.

A great many persons who cannot
drink coffee made by ordinary methods
are really benefited by drinking coffee
made in a

Manning-

Bowman
Meteor"

Coffee Percolator

Coffee made by any process where the grounds are in the liquid
is bound to have a pungent, bitter taste — and the longer it
stands, or the more it boils, the worse it gets.

By the Manning-Bowman ' ' Meteor ' ' method, the grounds are
above the liquid. As soon as the water in the lower compart-
ment becomes heated it is forced up through the central tube and
sprayed over the ground coffee by the automatic circulating pro-
cess, and, filtering through, absorbs all the flavor and aroma,
leaving the bitter grounds containing the tannic acid behind where
they can do no harm.

To obtain the same strength use one-third less than you do by other
methods— for the Manning-Bowman "Meteor" extracts from the
Coffee all of the good and none of the bad.

The Manning-Bowman " Meteor '" is made both in the urn-shape
with alcohol burner and coffee-pot style for stove or range.

For sale by leading dealers. Over loo styles and sizes. Write for
descriptive booklet. K.-21

MANNING, BOWMAN & CO., Merlden. Conn,

Fig. 23

207 — 14

26 ADVERTISEMENT ILLUSTRATION §29

14. Sectional Views. — It is occasionally necessary to
show the inside of an article, rather than the outside. With
machinery or any mechanical device of intricate design,
where the construction and operation are important selling-
points, and where these features might not otherwise be

"jp^ERE'S a July message that is of
such profitable furnace -cheer
that it will interest those now search-
ing for the cool spots. How would
YOU like to save big money every year
on your coal bills ? If you are building
or contemplating a new heating equip-
ment for your home or properties,
there is ONE furnace that will add
greatest value to them, for the

Peck -Williamson Underfeed Furnace
Saves 1-2 to 2-3 on Coal Bills

If you are a home owner, this saving must appeal to von. If yovr
tent houses to others, an Underfeed will enableyou to lease them
at gilt-edge figures. The Underfeed is a MODERN FURNACE
with all the fire on top. Smoke and gases wasted in other furnaces,
must pass through the flames and are consumed and converted
into heat. Lowest grade Black coal gives as much clean heat as
high grade anthracite. You SAVE the difference in cost.

Writing recently to our Nashville, Tenn., agents—
The Jones & Hopkins Mfg. Co.,— Isaac T. Khea, the Nashville
grain man, enthused in this way:

"The Underfeed Furnace you put in for me
last Fall has exceeded my expectations for effi-
ciency. I fired it in October and the cost of fuel
has only been S30.00. There is no dust at all
and it is simple in operation. I have no hes-
itancy in recommending The Peck- Williamson
Underfeed Furnace to be superior to any other
hot-air furnace that has come under my
observation."
Mr. Rhea added that it cost him more than S100 a season
for coal during each of the winters he used the Topfeed
furnace which he discarded for the Underfeed. Thousands
have experienced the same saving delight of which Mr.
Rhea writes, and we'd like to send to anyone interested
a lot of fac-simile testimonials of similar strain and our
illustrated Underfeed Booklet.

Heating plans and services of our Engineering =gj
Department — FREE. Write to-day, giving name
o£ local dealer with whom you prefer to deal.

THE PECK-WILLIAMSON COMPANY

306 W. Fifth Street, Cincinnati, O.
Dealers ALL Make "Money on Our Proposition.

Fig. 24

understood, the description is made clearer and the argument
stronger if a sectional view is shown in combination with the
exterior view. A comparison of the illustrations shown in
Figs. 18 and 22 will demonstrate the value of the sectional
view in describing some articles. The claims for these two
inkstands are almost the same, and while the illustration in

§29 ADVERTISEMENT ILLUSTRATION 27

Fig. 18 is very attractive, it is not so convincing as the other,
because it does not show how the inkstand operates. The
advertisement shown in Fig. 23 illustrates another example
of this kind. The coffee pot is not much different from any-
other so far as external appearance is concerned. It is the
sectional view of the percolator, coupled with the explan-
atory text, that carries conviction. In the advertisement
shown in Fig. 24, the inside view of the furnace is almost
indispensable.

ILLUSTRATING THE SELLING POINT

15. Chief Selling Point. — An illustration does not
necessarily have to bring out several selling points of an
article; it may be stronger if it is confined to the chief sell-
ing point. The chief selling point of the Iver Johnson
revolver is that it cannot be fired unless the trigger is pulled,
and as the possibility of accidental discharge is what keeps
many persons from owning revolvers, the one who con-
ceived this idea exercised excellent judgment in adopting an
illustration that emphasized this strong selling point. The
Shredded- Wheat illustration shown in Fig. 15 brings out
only the selling point that eating Shredded Wheat will help
persons become strong and healthy. Shredded Wheat has
other good selling points — the cleanliness, for instance,
with which it is prepared — but it is not necessary for this
illustration to deal with more than one point.

16. Showing Article in Use. — It is not always enough
to show the article or to bring out a selling point. When
there is sufficient space, some articles should be shown in
use. An illustration that shows the article in use lends a
realism to the advertisement that is lacking when the article
appears by itself. The advertisement shown in Fig. 25, for
instance, is made much more attractive by showing the
girl playing the piano than it would be if the piano were
shown alone. In looking at the illustration, the reader
unconsciously thinks of the enjoyment that the children are
having, and this serves to strengthen the impression.

The Ideal Instrument for Your Home Is

the ANGELUS PIANO

Any One Can Play It

The ANGELUS possesses all the desirable features of any high-
grade piano and gives you in addition, through the incorporation of the
famous ANGELUS Piano-Player, the means of playing any music you
likt at any time you want it.

The ANGELUS PIANO is always ready to be played by any one.
The pianist can play it from the keyboard in the usual manner, or you
can play it by means of the incorporated ANGELUS. The ANGELUS
PIANO occupies no more space than the ordinary piano, nor is the
musical value of the piano itself in the least impaired by the installation
of the ANGELUS mechanism. Rather its musical value is increased, in
that the piano need never be idle except when you wish it so.

The ANGELUS PIANO is the only instrument equipped with the wonderful expression devices,
the Melodant and Phrasing Lever. These patented devices give the ANGELUS PIANO a practical
musical value immeasurably greater than any other self-playing instrument in existence, as they
provide the performer with the perfect means of transmitting: his own feeling into the music.

You shouiu not purchase a piano until you have investigated the ANGELUS PIANO. Write
us for free descriptive literature and name of nearest representative.

Established J876 THE WILCOX & WHITE CO. Meriden, Conn.

Fig. 25

The Hygienic Soap Granulator— A Device That Promises to Revolutionize
the Use of Toilet Soap

JLATOR IN USE

CVERYBODY nowadays is familiar with
the germ theory. Germs travel by con-
tact, and the commonest point of contact
is tlirough our hands. When we consider
that a cake of soap carries the excretions and
dirt of previous contact, and that there is no
telling what disease germs may have been
deposited upon it, it is not only revolting
to a person of
refinement,
but a positive
menace to
health. This is
especially true
in public lava-
tories, where
great numbers
daily use soap
reeking with
previous con-
tamination,
and is only to a
degree less true in semipublic places, insti-
tutions, offices and even in the home itself.

The crying need, therefore, for a better
way of using toilet soap has been obvious

3EO IN GRANULATOR

to physicians and economists for years, but
until now no system or device has been per-
fected whereby this great necessity might be
met. The Shaver System, therefore, marks
a new era in the use of soap..

With the Shaver System the hand never
rcomes in contact with the- cake. itself, which
is contained within the granulator, and by
simply turning the handle each user has his
individual supply of fresh, pure soap, un-
contaminated by previous contact. More-
over, it saves from 25 to 50 per cent, not
only because the loss and waste of soap is
prevented, but also because less soap is
actually required, in this form — that is to
say, the soap is cut from the cake and falls

AN OUNCE OF SOAP BEFORE AND AFTER PASSING
THROUGH GRANULATOR

into the hand in light, feathery flakes, thin-
ner than any spider web, and the lather
obtained is much more luxurious and cleans-
ing than it would be possible to get from a
cake of soap by the old method of use.

Although only recently introduced, the
Shaver System is being adopted everywhere,
by schools, banks, clubs, dry goods stores,
hotels, railroad and steamship companies,
factories, theaters and private residences.

We manufacture a small Granulator for
home use. Every refined home should have
it in the bathroom. It is easily attached.

Send for our explanatory booklet, "The
Modern Way to Use Soap," giving full par-
ticulars as .to cost and installation.

Hygienic Soap Granulator Company,

227-229 Fulton Street, New York.

Fig. 26

The illustrations in this advertisement make the page very interesting:. The headline,
however, should be set in regular instead of outline type

29 "

30 ADVERTISEMENT ILLUSTRATION §29

Illustrations that demonstrate the use of the article so satis-
factorily as those in the advertisement shown in Fig. 26,
make an advertising story that is as interesting as many of
the reading articles of a magazine.

Sometimes, instead of showing an article in actual use, it
is better to reproduce some of the work that the article can
do. In the advertisement shown in Fig. 27, the three small
illustrations bring out clearly the kind of work the Bates
numbering machine can do.

It Numbers as the Arrow Points

And Never Makes Mistakes

If you want competency you must pay the price, in a machine as in an
employe. As well place a $5 boy in a position of responsibi ity as dele-
gate the important work of numbering your nles, documents, card indexes,
checks, orders, etc., to a $5 machine.

The Bates Hand - Numbering Machine

makes a $5 boy worth $30. It costs enough to insure absolute accuracy
and d pendability. It numbers legibly and rapidly and will do all of the
numbering work of any office.

Avoid cheaper machines and machines of similar name. Ask for and
insist on getting the original Bates machine made at Orange, N. J., by

BATES MANUFACTURING COMPANY
31 Lakeside Ave., Orange. N. J.

For sale by all leading stationers. Write for booklet.

CONSECUTIVE DUPLICATE REPEAT

12175
12176
12177
12178

14654
14654
14655
14655

14869
14869
14869
14869

Fig. 27

The illustrations in this advertisement show the machine and the three kinds of work

it does

17. Illustrations of Human Interest. — It has already
been suggested that an illustration of a happy-looking woman
or a bright child can be adapted to many different kinds of
advertisements. Such illustrations lend human interest
to advertisements. The illustrations in Figs. 28 and 29 are
examples of the value of human interest. The one shown
in Fig. 29 is from an excellent photograph and the headline
of the advertisement is cleverly worded. This advertise-
ment would be stronger, however, if it gave some reason

C@RNED

Ieef
Hash

31

Libby's Corned Beef Hash

which makes it one of the most appetizing dishes that is
prepared in the Libby kitchens. Every home should have
a supply on hand of Libby's Melrose Pate, Veal Loaf,
Peerless Dried Beef, Potted Ham, Boneless Chicken,
Corned Beef Hash. Ask your grocer for them.

Llbby'S (Natural Flavor) Food Products

are sold by all leading grocers.

Our booklet "Good Things to Eat," sent free. Send
five 2c stamps for Libby's Big Atlas of the World.

Libby, McNeill & Libby

Chic ago

Pig. 28

An illustration of the "catchy" style. The headlines are clever, but the copy is

mediocre

32

ATTENTION! YOUNG MEN

The William H.Wana-

maker Clothing Store,
Twelfth and Market,
is selling its famous
Young Men's Summer
Suits at 25% under
price.

Nearly everybody in Philadelphia knows
how famous the W. H. W. Clothing for
Young Men is; how it is made in a special
factory, separate and apart from our main
manufacturing plant, and built by tailormen
who are specialists in this branch of the trade.

It is also generally known that we enjoy
the biggest young-men patronage in town
and that for stylish cut, dash and swing our
Young Men's Suits are unequa'led in Phila-
delphia, except, perhaps, by the hi^h-price
creations of a few good merchant-tailoring
establishments.

It is these handsome, up-to-the-minute
suits that we are now selling at a deliberate
sacrifice of 25 per cent, because we roust have
>ear tables for the incoming auttrmn stock.
Choose from them at the following reductions:

$27.50 Suits $18.00 $18.00 Suits §13.50
$25.00 Suits $18.00 $16.50 Suits $12.00
$22.50 Suits $ 1 6.50 $15.00 Suits $ 1 1 .00
#20.00 Suits $15.00 $12.00 Suits $875
$10.00 Suits $7.50

"Young Men"" is written all over their dis-
tinctive appearance; and they are fresh in cut,
style and fabric. The majority are built of cool,
summery worsteds, in gray and brown checks,
stripes, plaids, etc. The 6ner ones are silk lined
and many are made skeleton with piped seams.
Two- button dike illustration) and three-button
styles, single or double breasted.

Wm. H. Wanamaker

Twelfth and Market Sts.

Store' Closes Saturday at 1 P. M.

Fig. 30

While the principal and secondary headings of this advertisement could be improved,
the illustration is very good and is sure to attract the attention of young
men. The style of this clothing could not' be shown to such good
advantage with the human figure out of the illustration.

33

34 ADVERTISEMENT ILLUSTRATION §29

for the superiority of Nestle's food, and in this respect is
inferior to the one shown in Fig. 2.

It is possible to make an attractive illustration out of a
suit of clothes, but the undertaking is made much easier by
introducing the figure of a man and showing the clothes on
the man, as in Fig. 30.

There is nothing particularly attractive in a bathing suit,
but show one in use, as in Fig. 31, and immediately the
enjoyment of an exhilarating bath at the seashore is strongly
suggested.

Unusual Values in Bathing Suits.
Saving About a TKird of Usual Prices.

SEA-GOING GIRLS and all femininity who enjoy a
plunge in salt water at this season will be interested in
the noteworthy showing and the noteworthy VALUES
now represented by the Loeser stock of Bathing Suits.

Even the least priced among them have style distinc-
tion. Even the least priced are made of excellent materials
and made in a superior manner which insures fit and service.

And to-day's special word is of some Bathing Suits
which in value-for-price cannot be matched, we believe, no
matter where you look — that outside this Store would cost
about a third more.

Bathing Suits at $2.98.

Made of a good quality mohair,
plaited blouse front, pointed yoke
of white mohair finished with
four rows of fancy black and
white braid; short puff sieeves.
Full gathered skirt finished with
belt and fancy braid.

Bathing Suits at $3.98.

Made of black mohair; waist is
full plaited blouse front, collar-
less, surplice effect, finished with
wide band of white mohair trim-
med with fancy braid; full puff
sleeves; gored plaited skirt.

Bathing Suits at $4.98.

Made of lustrous mohair, blouse
front, vest effect, finished with
flare; white mohair collar trim-
med with plain and fancy braid.
Full plaited skirt, panel front and
trimmed with braid.

Bathing Suits at $7.98.
Made of an extra quality mo-
hair, Gibson front and hack, col-
larless, trimmed with fancy red
braid and finished with silk tie;
kimono sleeves trimmed with
braid. Full plaited skirt and
stockinette bloomers.

Second Floor, Front. .

Fig. 31

The illustration in this advertisement is made much stronger by showing: bathing:

suits in use

An Easter hat will look more attractive if it is illustrated
on the head of a pretty woman.

18. The plan of introducing the human figure for the
purpose of attracting attention operates successfully with a
great many subjects, though not so strongly with some as
with others. It would not be advisable, for instance, to
bring in the entire figure of a man to illustrate a cravat, but
an illustration of the neck and head of a pleased man tying
a cravat would be permissible, provided it were made in

Correct Cravats

Men of good taste are ex-
tremely critical in their choice
of a Cravat — it must be distinc-
tive, handsome, refined, and
above all correct.

Keiser
Cravats

are correctly cut and proportioned
whether Four-in-Hand for day
wear or a Tie for evening dress.

Keiser- Barathea staples in black,
white, plain colors and figures — also
white or black for evening dress.

An illustrated book "The Cravat" on
the ethics of Correct Dress, sent any-
where on receipt of six cents in
stamps.

JAMES R. KEISER,

WHOLESALE ONLY

10-16 W. 2 Oth. St., New York

Fig. 32

An example of an advertisement in which the article
itself — without any accessories — makes the
best illustration. Note the appropriateness
of the border; it is just ornamental
enough to lend the proper artis-
tic touch to the advertise-
ment. The type is also
very appropriate

35

36 ADVERTISEMENT ILLUSTRATION §29

such a way as to bring out the cravat prominently; or the
cravat might be shown tied on a collar. However, a cravat
is such a small article that there is danger of making an
illustration of it secondary in importance if other objects
are introduced. Fig. 32, showing the cravat by itself, is a
very fine example of illustration.

Fig. 33 shows the overuse of the human figure. The
fountain pen is so small a part of the illustration that the

Girls! Boys!
Is Your Outfit Complete?

Your Recreation Months are one of the seasons for which you
prepare a special outfit for' your pleasure and convenience. Following this
,j£jgi is the constant changing of articles for

H 5"sJtp use in school, business, travel, etc.

The one article that is absolutely
necessary in every outfit and applies .
to them all is a Fountain Pen.

Grow with the Use of the Best

in every commodity, boys, and thus
assure success.

The Mercantile Self -Filler

is the best Fountain Pen made. It
is Self-filling, easy-acting, lasting and
cleanly in use.

A No. 2 P. Mercantile Self-Filler
will be sent post-paid, to any address,
upon receipt of $2.50.

Our Capitol Fountain Pen, a high
grade make, regular style (not self-
filling) mailed to any address, post
paid, upon receipt of $1.00.

AIKIN-LAMBERT CO.

MANUFACTURERS.
33 Maiden Lane, NEW YORK.

Fig. 33

The illustration in this advertisement creates an
impression that vacation outfits — clothing, suit
cases, etc. are being advertised. The foun-
tain pen, which is the real subject of the
advertisement, is not brought out

advertisement is not likely to attract the attention of any
one wishing to purchase an article of this kind. It would
be better to show a hand using a pen, or the pen by itself.

19. Excellent judgment was exercised in designing the
illustration used in the advertisement shown in Fig. 34. By
showing the revolver alone and then the background, sug-

§29 ADVERTISEMENT ILLUSTRATION

37

gesting how the revolver may be used in an agreeable
pastime, both the article and its use are demonstrated to
advantage; one illustration being dark and the other light,
neither lessens the effect of the other. If only the revolver
in use at target practice were shown, the reader of the
advertisement would not be able to tell what it looks like.

A similar plan was followed in designing Fig. 35.
Here, the article is shown along with the upper part of the

Fig. 34

A combination illustration, showing: the article and also its use

figure of a man that is evidently using a Krementz button
with satisfaction.

20. Use of Advertiser's Portrait. —The advertising
value of the advertiser's portrait depends on what it stands
for relative to the article advertised. If the business is such
that it requires a great deal of personal trust in the adver-
tiser on the part of the customer, it would probably be
advantageous to publish the advertiser's portrait in the
advertisements, provided, however, that his likeness is one
that reflects honesty and trustworthiness and tends to inspire

38 ADVERTISEMENT ILLUSTRATION §29

confidence. In the advertisement shown in Fig. 36 the
portrait of Tom L. Johnson is used to emphasize the bank's
integrity and popularize it with "the people."

If the advertiser desires a trade mark that cannot be
easily imitated, his own face may be the best identification
mark that he can use. A good example of this use of a por-
trait is found in the advertisements of Mennen's talcum
powder, as shown in Fig. 37. Mennen's face appears in
every advertisement and on every box of this powder. There

X X

X x

X X
X X

xxxxxxx

Fig. 35

An illustration that shows the article a
little larger than full size and at the
same time introduces the element
of human interest

are scores of talcum powders in the market, many of
which look like Mennen's, smell like Mennen's, and are put
in packages like Mennen's, but only the Mennen packages
bear his face. True, an imitator might print his own face
on his powder boxes, but that would not hurt Mennen's
business unless the imitator's face and his name were very
similar to Mennen's. In such a case, however, he would
probably be enjoined by law.

THE FAME OF

TOM L. JOHNSON

President of this bank, as an earnest worker for the
interests of the whole people is world-wide. Few
men are better known and the efforts of none are
more appreciated. In organizing this bank we en-
listed the personal and financial co-operation of Mr.
Johnson upon the understanding that it should be a
bank for "the people" rather than for the benefit of a
few capitalists.

It is particularly gratifying that we are able to
present our

BANK MONEY ORDER PLAN

the most perfect method ever devised for handling
accounts from depositors anywhere in the world.
When you send money to us for deposit, we issue to
you, instead of the old clumsy "pass-book," with its
dangerous and inconvenient features, our Bank Money
Orders. They show, on their face, the amount of
principal and interest — you know what it is at a
glance, without figuring. They are Certified Checks
on this Bank, the safest known form of commercial
paper. You keep them and when you need money,

YOU CAN HAVE
THESE BANK MONEY ORDERS
CASHED INSTANTLY— ANYWHERE

with interest at 4%. The plan is ideal— your money
is always on deposit, yet you have it constantly in
hand ready for instant use in time of need.

Deposits accepted for any sum from $1.00 up, and
from the moment your money reaches us it draws

4% INTEREST

If you have money on deposit anywhere, or if you
contemplate opening a savings account, you owe it to
yourself and those dependent upon you to investigate
this remarkably convenient and safe method.

Write for booklet "I" today, or send us your deposit
and we will at once mail you BANK MONEY ORDERS
for the full amount. The booklet is free— write for
it now.

THE DEPOSITORS SAVINGS & TRUST CO.
Tom L. Johnson, President
CLEVELAND, OHIO.

Fig. 36

Use of the portrait of a prominent, trusted
man to give strength to the claims
39 of a bank

Fig. 37

Mermen's face is probably as familiar to most Americans as that of George Washing-
ton. It is a valuable trademark, as it stands for pure toilet powder

§29 ADVERTISEMENT ILLUSTRATION 41

21. Some modest, unassuming advertisers will not use
their portraits in advertisements, on the theory that their
goods are'for sale, not themselves. But many advertisers
are actually trading on their judgment, their experience, their
knowledge, or their reputation; and when such is the case,
the more personal and "man to man" the advertising is, the
better. A portrait that looks straight into the reader's eye
suggests sincerity and conviction and compels attention.
This is especially true in mail-order advertising, in which the
reader is asked to entrust money or property to the adver-
tiser. The portrait of an honest-looking man inspires con-
fidence.

It is said that some advertisers whose own portraits are not
desirable for advertising purposes use portraits of some fine-
appearing individuals that may or may not actually exist.
Often, the face of an advertiser acquires such an advertising
value that it can be used profitably even after his death. For
example, Mr. Mennen is dead, .but his portrait still serves as
a valuable trade mark.

In advertisements of novelties, patented articles, etc., the
advertiser's portrait is usually unnecessary and undesirable,
as the space can be used to better advantage in describing
the article and its merits. It is common for the inexperienced
advertiser to make an injudicious use of his portrait.

22. Imaginary Characters in Advertisements. — A

method of illustrating advertisements that has long found
favor with advertisers, is the introduction of such imaginary
characters as "Sunny Jim" in the Force breakfast-food
advertisement of a few years ago, the "Uneeda Boy" in the
advertisements of the National Biscuit Company, "Phoebe
Snow" in the Lackawanna Railroad advertisements, etc.
The advertising value of such illustrations depends largely
on their relevancy to the article advertised. It is noticeable
that imaginary characters are most popular with advertisers
of articles that are staple rather than novel, and concerning
which it is more or less difficult to write a "selling-point"
advertisement.
207—15

The small citizens find
"FORCE" delicious, too.

It's a simple, hearty, whole-
some, perfect food, — fills out their
ribs and rounds out their little
arms and legs with firm, solid flesh
that's very different from mere fat

"FORCE" is precisely the
natural and part-way digested food
little folk ought to have.

They find a way to tell you
they like it, too, before they learn
to talk English.

" FORCE " embodies all the food-elements .- the muscle-formers, the
blood-makers, the bone-builders, the brain-stimulators, the energy-pro-
ducers — in delicious, crispy flakes ; not pre-digested but part digested.

Pig. 38

One of the best of the "Sunny Jim" advertisements

42

§29 ADVERTISEMENT ILLUSTRATION 43

23. Consider, for example, the breakfast food known as
"Force." Just where it varies in composition from the half
hundred other breakfast foods has not been well advertised.
However, the advertiser of this product has spent much
money in making public the doings of Sunny Jim, who is
said to have been a morose and altogether disagreeable
person before eating Force, but who afterwards became the
embodiment of good cheer. It was a modern adaptation of
the old advertising idea of showing a picture of the user
"before taking" and another "after taking." Undoubtedly,
the freakishness of this advertising attracted attention more
quickly than would a dignified and sensible presentation of
the merits of the article. Curiosity impelled first purchases
of Force. Subsequent sales depended, of course, on the
merit of the article. After a campaign of this kind of adver-
tising, a change took place. Sunny Jim was continued in
the advertisements, and became a trade mark of national
acquaintance, but the text of the advertisements changed
from childish chatter to plain, common-sense talk about the
food value of Force (see Fig. 38).

The advertising of Omega Oil ran the same course as
Force, and so will any advertising campaign that is . begun
on a freak basis.

The best that can be said about Sunny Jim as an adver-
tising idea is: (1) He was novel, and hence temporarily
attractive; (2) he lent to the advertising an air of optimism,
and suggested that "good digestion waits on appetite" and
health and cheerfulness on Force; and (3) he interested
children, whose mothers may have bought Force for them
at their suggestion.

24. The Uneeda Boy has a better excuse for existence
than has Sunny Jim. The main selling point of the National
Biscuit Company's package goods is that, because of a
moisture-proof package, they are kept dry and therefore
fresh. Baked goods packed in barrels or boxes stand around
in stores for some time, absorb moisture, and become stale.
The Uneeda Boy is always dressed in a waterproof coat, and

At All Times
In All Seasons

Buy

Uneeda
Biscuit

The best soda cracXer eVer made
NATIONAL BISCUIT COMPANY

Fig. 39. (Reproduced by permission)

The Uneeda Boy is at his best in a storm, as he then emphasizes the moisture-proof
character of the package he carries

44

Her appetite,
By no means light,
Finds in her lunch
A new delight,
With linen white,
And prices right
Upon the Road
°f

Anthracite.

When nearly there
Her only care
Is but to smooth
Her auburn hair.
Her face is bright.
Her frock still white
Upon the Road
ST
Anthracite.

Fig. 40

One of the Lackawanna s Phoebe Snow, magazine advertisements. It is a reproduction of three

street-car cards

45

46 ADVERTISEMENT ILLUSTRATION §29

carries a moisture-proof package of Uneeda goods, as shown
in Fig. 39. This character, then, stands for something. He
illustrates the main selling point of the package baked
goods, and while he is never amusing, freakish, nor espe-
cially attractive, he is unquestionably of greater advertising
value for Uneeda goods than Sunny Jim is for Force.

25. The character, "Phoebe Snow," used in the adver-
tisements of the Lackawanna Railroad (see Fig. 40) is also
relevant to the advertiser's purpose, which is to point out
the cleanliness of travel on the Lackawanna. Most railroads
burn bituminous coal in their engines. The Lackawanna
uses anthracite coal on its passenger trains, and this does
not smoke to any extent nor cause many cinders to blow into
the coaches. Because of the cleanliness of these coaches,
Phoebe Snow, when traveling on this road, is able to wear a
white costume, which she finds as spotless at the end of her
journey as it was at the start. This character is doubtless
of great advertising value to the Lackawanna, because it
illustrates the main point of the advertiser's argument.

§29 ADVERTISEMENT ILLUSTRATION 47

HOW AND WHEN TO USB
ILLUSTRATIONS

PRELIMINARY ILLUSTRATION ANALYSIS

26. Before deciding to illustrate an advertisement, it will
be well for the writer to consider the following questions:

1. Is the advertisement one that can be made more
effective by the use of an illustration? That is, in the case
under consideration, will an illustrated advertisement attract
attention, picture the article in the reader's mind, or convey
a selling message better than an all-type advertisement?

2. If the advertisement should be illustrated, what shall
be the character of the illustration? Shall it be a suggestive
picture; a strict reproduction of the article; a sectional view
showing how the article is made or how it operates; an
illustration showing the article in use; an illustration con-
taining the element of human interest; or two or more of
these combined?

3. Will the selected illustration attract and hold favorable
attention, create desire, and carry conviction?

4. Will the illustration be in harmony with the general
plan of the advertisement?

5. What space shall be given to the illustration? Can
the same idea be presented as effectively in less space?

6. Shall more than one illustration be used?

7. By what process shall the illustration be reproduced?

8. How shall the illustration be placed in the advertise-
ment so that it may be most pleasing to the eye and may
effectively accomplish its purpose?

48 ADVERTISEMENT ILLUSTRATION §29

WHEN TO ILLUSTRATE ADVERTISEMENTS

27. It is impossible to lay down a rigid rule directing
when an advertisement should be illustrated and when it
should not. There are very few advertisements that cannot
be improved by a good illustration; and there is no adver-
tisement that cannot spare a poor one. Pictures in advertise-
ments should reinforce the copy. They should attract atten-
tion, describe the goods, or create desire. If they do not
perform these functions in a better, stronger, and more
direct manner than the copy alone can do, they are occupy-
ing valuable space without giving adequate return. That
the object of advertisements is to sell something, applies to
every detail of an advertisement with equal force. Any
part that does not perform its proportionate share of the
work should either be changed to meet these requirements
or be eliminated altogether. This refers no less to illustra-
tions than it does to copy.

28. Conditions That Govern the Use of Illustra-
tions.— The most important conditions to be considered in
deciding whether or not to illustrate an advertisement are:
(1) The character of the commodity to be. advertised; (2)
the nature of the copy to be used; (3) the class of readers
to be appealed to; and (4) the space that the advertisement
is to occupy. These conditions vary widely, and where one
of them would seem to argue against an illustration, the
weight of another may be favorable to its use. For example,
a bank advertising in a popular medium for savings accounts
might profitably use a picture suggestive of the benefit to
be derived from thrift. On the other hand, the same insti-
tution soliciting commercial accounts or offering bonds for
sale will do well to confine its advertising to plain, dignified,
conservative, all-type advertisements.

In advertisements that are not illustrated, the copy must
be exceptionally strong, logical, and convincing. The
descriptions must be vividly realistic and the language terse
and forceful. The advertisement shown in Fig. 41 would

$5 Now Saves
$2.50 Later

WHEN we first announced that the' price of
McClure's would be advanced from $1.00
to $1.50, but that we would accept sub-
scriptions for two years at $2.00 or five years at
$5.00, among the first replies were three from three
eager subscribers who sent us ten dollars for ten
years. We took them, and if any one else insists we
will give him ten years for ten dollars.

A GREAT MANY READERS OF McCLURE'S who would
rather pay $1.50 a year than do without McClure's, have never-
theless taken advantage of our offer to get the magazine at the
old rate for a little longer.

IF YOU ARE ONE OF THOSE who read and like McClure's,
and have not yet sent in your subscription, do so now. This offer
holds good only a short time longer. $5.00 sent today will buy
in subscriptions to McClure's Magazine what will cost $7.50 a
little later. The subscribers who sent ten dollars are saving five
dollars and insuring a monthly visit from the best and most gen-
erous all-around magazine published.

WE HAVE ALWAYS GIVEN SOMETHING more than a
dollar magazine when McClure's was a dollar. We will give some-
thing more than a dollar-and-a-half magazine now that McClure's
is $1.50. The point is, send the money — $2.00 to $5.00 — today.

McClure's
Magazine

53 East 23d St., New York

Fig. 41

An advertisement that does not need an illustration

49 '

50 ADVERTISEMENT ILLUSTRATION §29

gain very little from an illustration; that shown in Fig. 42 is
also strong without illustration, but it would be helped a
little by a portrait of the advertiser; provided his face is one
that suggests sincerity and inspires confidence.

29. Since there are usually a number of ways in which
an advertisement may be illustrated so as to attract, interest,

THE income that outlives you — that's life
insurance. It is the salary that goes on.
But men don't often think of it that way.
They're more inclined to look upon insur-
ance as some " come-back-to-me " invest-
ment. They've been taught to think so. But it's a
mistake ; a wrong way to look at it.

It's the selfish view to take of insurance. Doesn't
give a man nearly the satisfaction he gets from think-
ing of his family's future.

Which way do you look at it? As an invest-
ment, or as protection? I'd like to know. Write
and tell me. It is my duty to do exactly right by you
if I'd do exactly right by insurance. So let me know,
and I'll set you right.

Particularly do I want to correspond with you if
you are on a salary, where you have to make every
cent tell, where you have to turn pennies over care-
fully. You are the man who really needs insurance
most, — that is, insurance of the protection-for-the-
family kind. After all that's the only kind that is
genuinely insurance.

Don't think I'll consider it a bother if you write
me personally about it. Talk right out in meeting,
say what you think and how you feel about it. I'll
reply just as frankly and be just as plain.

It may be a new way to handle life insurance,
but I know it's the right way.

Washington Life Insurance Company
139 Broadway, New York

Fig. 42

The only kind of illustration that would help this
advertisement would be a portrait of Mr. Tatlock.
The advertisement is of the personal kind,
and if his face is one that would
inspire confidence, his portrait could
be used to advantage

and convince, it is important to select the one that will be
most effective. In some cases, a plain reproduction of the
article is the strongest illustration that can be used, and at
other times a suggestive picture is the best. Often, where

Roast Turkey with
the Juices in

Select a young, plump and tender bird.

Dress, wash, season as usual, and spread, inside and
outside, with softened butter, well rubbed in.

Be sure to moisten the dressing thoroughly with
bouillon made with Armour's Extract of Beef and boiling
water. Then stuff, truss and place on rack in dripping pan.

Baste frequently with

EXTRACT BEEF

— made into a rich gravy. This not only preserves the natural
juices, but adds succulence and the appetizing flavor of Armour's
Extract of Beef.

To make Holiday dinners successful, use Armour's Extract of Beef
throughout— -a savory stock, sauce and seasoning for all sorts of dishes.

Only one-fourth as much is required as of other meat stocks.

Left-over portions of turkey may be utilized delightfully, with
Armour's Extract of Beef — for Stews, French Hash on Toast,
Fricandeau, Pate", Grilled Bones, and in Soup.

Send to Armour & Company, Chicago, for their Cook Book,
■ "Culinary Wrinkles." Jl contains scores of useful cooking
hints, and recipes for delightfully different dishes.

ARMOUR 4i» COMPANY

Fig. 43

The illustration ot the turkey is more attractive than an
illustration of a can of the extract would be

How to Breathe

Forffealth, Strength and Endurance

Send for my 64 page illustrated
book.

Lung and Muscle Culture

the most instructive treatise
ever published on the vital sub-
ject of Deep Breathing — Cor-
rect and Incorrect breathing
clearly described with
diagrams and illustrations.

The information given in this
hook has led thousands into
the correct path to health and
strength. Over 200,000 al-
ready sold. Sent on receipt of
10c. (stamps or coin). Address

PAUL VON BOECKMANN,

Respiratory Specialist,

861 Bristol Bldg., 500 5thAve, New York

Fig. 44

The line around this illustration, which was drawn
primarily to protect the edges of the cut,
really strengthens the illustration

Do It Right .'

s to the Oliver Typewriter, the word "Efficiency" is
e symbol, but a living thing.
. Oliver is the embodiment— the very incarnation of efficiency.
nto being little more than a decade ago— born of the resistless
ago's great "/ Will ! "

perfection in the electric atmosphere of ''Do II Mow/"
s soil of Practical Experience, it drew to itself the best thought
: men of genius and originality, hence its inherent ability to

The

tward symmetry and roatic Pape

yoftheNewModel Oliver!.
i reflected in itsinnermechanism,
'.n the simplicity, orecisioo and
perfect unison of its working part?
lies the"open secret "of the Oliver's
world-wide fame.

Comparisons are odious" - to
apetitors — but we must make

the OYv
standard of comparison by wl
all typewriters are judged.
It stands, in splendid isolat

OUVER

the

nines both new and old.
From the tip of its U-shaped type
>ars to its non-vibrating base it is
i different and better.

■Visible Writing" until the
Oliver made it a reality?

Who ever thought of a" Disappearing Indicator^
nntil the advent of Oliver No. 5 ?

Wher- else will you find a "Ruling Device"— a
"Balance Shift"-
a "Double^Re-

Its "carbons" -are clear and readable, and it
prints up to 20 copies at a time.

The business whose typewriting needs are
most exacting is the one that most needs the

Any employer or operator desiring a free
" e Oliver Type writer can se-
t obligation of any sort, by

1 Christmas Souvenirs FREE \

The carnation is the official flower of the Oliver Typewriter
Company. Our appreciation of the record -breaking business
of the year, expressed in the form of illuminated copies of
"The Symphony of Success" (suitable for framing) with
carnation decoration will be mailed to any address, postpaid,
upon request. Address promptly—

The Oliver Typewriter Company

000 Oliver Typewriter Building, Chicago

Fig. 45

The upper illustration in this advertisement is weak
because it has no connection with the subject
of the advertisement

29

ADVERTISEMENT ILLUSTRATION

53

the article may be pictured faithfully, the suggestive picture,
through its subtle influence on the senses or emotions, will
make the strongest appeal to the reader. For example, the
picture of the brown, plump, handsomely garnished turkey
shown in Fig. 43, when coupled with the explanatory text, is
more tempting to the reader than a cut showing a can of
Armour's extract of beef, although it is the extract that is
being advertised. In the advertisement shown in Fig. 44,
the picture of the strong man forces the reader to believe in

the health- and strength-giving powers of deep breathing.
In both Figs. 43 and 44, the illustrations are purely sugges-
tive. They in no way show the commodity advertised, still
they carry conviction. However, notwithstanding the value
of illustrations of this class when well chosen, they should
never be used unless they fit into the text perfectly and
appeal strongly to the senses of the reader. In Fig. 45 is
shown a misapplication of the suggestive picture. In this
case there is no connection (except a poor pun) between the
carnations and the ''Incarnation of Efficiency.". It is probable
that many did not even see the pun.

"rted. v Pat'd. C. J. BAILEY & CO.,

22 Boylston Street, Boston, Mass.

Fig, 46

By showing: the two positions, this advertisement
makes the movement of the exerciser plain

THE 1 '

[UNIVERSAL

BREAD
MAKER

. JM mixes and kneads
% bread thoroughly
\ \ in Three Minutes.

The hands do
not touch the
dough.

Simple, Easy, Sanitary.

Does away with hand kneading
and makes Better Bread. Sent
prepaid anywhere in U. S. for
$3.00. If unsatisfactory we refund
money and pay return charges.

Send for Booklet A — Free.
Sold by Hardware Dealers.

MADE BY

LANDERS, FRARY & CLARK,

New Britain, Conn., U. S. A.

Fig. 47

An illustration that shows the article in use,
introduces the element of human interest,
and still is economical of space

§29 ADVERTISEMENT ILLUSTRATION 55

30. Illustrations that are easier to handle, and as a rule
more effective, are those which show the article advertised
and also suggest its use or other quality. The cut in the
advertisement shown in Fig. 46 is of this nature. It shows
the exerciser and also demonstrates how this apparatus exer-
cises all the muscles. Fig. 47 also shows a particularly
good example of this class of illustration. The picture in
this advertisement gives a clear idea of how the bread maker
looks and how it operates, and also introduces the element
of human interest with a minimum expenditure of space.
This is a remarkable example of the judicious use of an
illustration in a small space, and it should be studied closely,
both in regard to the excellent demonstration of the article
and to the economical use of space. Observe carefully how
most of the figure of the woman was excluded; only the part
necessary to show the operation of the bread maker and to
lend human interest was included. This dividing of the
figure saved much costly space. It is safe to assert that
most designers of advertisements would have brought in
the entire figure of the woman and thus made the use of
more space necessary without any gain in strength. As this
advertisement appeared originally in a publication in which
space sells at $4 a line, the saving can be appreciated.

HOW TO USE ILLUSTRATIONS

HARMONY BETWEEN ILLUSTRATION AND COPY

31. Before using an illustration, it should be thoroughly
analyzed not only to determine whether it will perform the
function desired of it, but also to decide whether it is in
harmony with the general plan of the advertisement. An
offering of dainty millinery should not be illustrated with a
cut having stern, heavy outlines. In such a case, the drawing
should be fine, airy, and delicate, so as to be in' harmony
with the subject. On the other hand, the illustration of an
engine should be of a firm, bold character, carrying the idea of
strength and power.

56 ADVERTISEMENT ILLUSTRATION §29

SIZE OF ILLUSTRATION

32. As a rule, the illustration should be as large as the
general plan of the advertisement will permit. If it is a
picture of the article, it should be given space enough to
bring out the selling points clearly and not leave the reader
in doubt as to any special feature that may interest him.

33. Economy of Space. — Before determining finally
what the size of an illustration shall be, the writer should
determine what is the smallest space that will permit an
effective presentation of the subject. Economy of space
may be accomplished in several ways. By giving a figure a
little different pose or by omitting some part that is not
needed, it is often possible to save valuable space. A saving

Straight Legs

If yours are not so, they will ap-
pear straight and trim if you wear
our Pneumatic or Cushion Forms.
Adjusted instantly, impossible to
detect, easy as a garter. Highly
recommended by army and navy
officers, actors, tailors, physicians
and men of fashion. Sent on Ap-
proval. Write for photo-illustrated
book and testimonials, mailed iuk
der plain letter seal.

The Alison Co., Dept. 30. Buffalo, Jf.t*

Fig. 48

An illustration that shows how space may be saved
by introducing: only as much of the human
figure as is necessary to illus-
trate the selling: point

was accomplished in Fig. 47 by showing only enough of
the woman's figure for the purpose of the advertisement.
A similar plan was practiced in the advertisements shown in
Figs. 48 and 49. In neither of these two figures was it
necessary to use the full figure of a man to bring out clearly
the point made in the copy. Figs. 47, 48, and 49 also show
how space can be economized without loss of effectiveness,
which is always an important consideration in advertising.

34. Size of Advertisement to Illustrate. — The size
of an advertisement does not always determine whether it
should be illustrated. Because an advertisement is only
1-inch, single column, is not sufficient reason for omitting an

Fit Snug
and Smooth

And it's all due to the vents in each side
of the waist. It's wonderful how such a little
thing as side vents can affect the entire fit of
your trousers, yet it is just this principle that
makes

Present
Trousers

fit so snug and smooth — without a wrinkle or
fold anywhere.

Your trousers may be cut in the latest style,
yet if they do not fit, their dressy appearance
is lost. With " Nuf angl " Trousers it's different
— they are made in the prevailing' style, yet be-
cause of the " Nufangl " principled perfectly,
thus affording that smart hang and appearance
so desired by good dressers.

Leading clothiers have " Nufangl " Trousers
in all seasonable weights and fabrics. Prices,
$4 to $8.

If not at yours, we ivill refer you to our agent
in your town, or supply direct, by EXPRESS
PREPAID. Only waist and length measure-
ments necessary. Write for free samples.

PRESENT & COMPANY,
592 Broadway, New York City.

Fig. 49

y showing- only the waist of the man, the
"Nufangl" idea is made more prominent.
Note the good effect oi the circle

58 ADVERTISEMENT ILLUSTRATION §29

illustration. Many small advertisements are made more
effective by means of illustrations. In small space, how-
ever, it is always advisable to have the illustration as bold
and free from detail as possible. In such an advertisement,
a picture of an intricate character would not be suitable, nor
would it be advisable to cut down the copy that is actually
needed to give essential information in order that an illustra-
tion may be inserted unless, of course, the illustration
conveys the desired information in a clearer or more direct
form than the copy would.

35. Small Newspaper Advertisements. — Usually,
small advertisements that are to be run in newspapers cannot
be illustrated so effectively as advertisements of the same size
that are to appear in magazines. This is due in a degree to
the cheap paper, poor ink, and rapid presswork, which are
conditions of newspaper work. Furthermore, newspaper
pages are much larger than magazine pages, and there being
usually more display on a page, the small illustration does
not stand out.

NUMBER OF ILLUSTRATIONS

36. It is well to remember that in an advertisement of
moderate dimensions one large cut is much better than a
number of small ones. Several small cuts give an adver-
tisement a patched appearance and as a rule cannot, clearly
and effectively illustrate the article. Besides this, several
small cuts will not attract the same amount of attention as a
large one occupying the same space, because instead of con-
centrating attention, small cuts usually diffuse it.

It is sometimes advisable, however, to show more than
one view of an article, as an exterior view and an interior
view. For example, a machine might have two strong
features, one that is apparent when the machine is at rest
and the other when it is in motion. In a case like this, two
illustrations could be used to advantage, and they would
play an important part in telling the story.

§29 ADVERTISEMENT ILLUSTRATION 59

Frequently, it is necessary to convey an idea of variety.
A clothing- store, for instance, may be offering different
styles of overcoats in an overcoat sale. In such a case,
illustrations of two models will convey the idea of variety
much better than one illustration.

CHOOSING AN ENGRAVING PROCESS

37. The various engraving processes are described in
detail in Engraving and Printing Methods. In selecting an
engraving process, it is not enough for the ad-writer to con-
sider whether the illustration shall be a line engraving or a
half-tone; he must also decide whether the illustration shall
be made from a photograph, a wash drawing, a pen-and-ink
drawing, or some other rendering, and whether it shall be
simply in outline, shaded, mass-shaded, silhouette, or other-
wise. Naturally, it would be very satisfactory if the ad-writer
could always decide these points definitely for himself. If
he is not sure of his ground, however, it will be better for
him to seek the advice of a good engraver. Any firm that
produces cuts for commercial purposes can give valuable
hints on these subjects. Every large engraving company
employs experts that, by long experience with all kinds of illus-
trations, know exactly which method is best suited to different
purposes. Some of these concerns furnish prospective
customers with drawings for approval, and any of them
will supply samples of their work to any one that is thinking
of buying engravings.

PLACING THE ILLUSTRATION

38. Almost as important as the choice of an illustration
is the question of how to place it most effectively. In many
cases, the illustration is the greatest attractive force in the
advertisement; it is the "eye-catcher," so to speak. This
being true, the illustration should be placed so that a
relation will be formed between it and the other elements
that will both attract and hold attention. To do this sue-

60 ADVERTISEMENT ILLUSTRATION §29

cessfully requires a coherent and unified arrangement. The
various parts must be grouped so that the eye will travel
naturally from one part to the other and easily comprehend
their relation and significance. In order to obtain these
results, all the details must be harmonious and the whole
symmetrical and well balanced.

BALANCE

39. Balance in an advertisement consists of the proper
grouping of blacks, grays, and whites so that they will com-
pensate one another and direct attention toward the most
important point. An advertisement is made up of a number
of units — the headings, subordinate displays, body matter,
illustrations, border, etc. Each of these units has an attrac-
tion value. Their balance is subject to laws very similar to
those governing the balance of actual weights. The follow-
ing diagrams, in which the center of the rectangle corre-
sponds with the center of gravity and the unequal spots
represent weights, show the operation of these laws.

40. As a physical law, balance is a principle that every
one understands. It is well known that when a board is
balanced evenly over a sawhorse, as in a seesaw, its center

-- - -- 100 lb. SO lb.

7T ' Z\

Fig. 50 Fig. 51

must be over the center of support; also, that if a weight is
placed on one end- of the board, the balance can be maintained
only by placing an equal weight on the other end, as shown
in Fig. 50. A weight of 100 pounds placed halfway between
the end of the board and the point of support, can be balanced
by a weight of 50 pounds placed on the extreme other end,
as shown in Fig. 51.

In Fig. 52 are shown three rectangles, in the center of each
of which is a spot. These spots are of different shapes, but

§29 ADVERTISEMENT ILLUSTRATION 61

balance is maintained by their central location in the figure.
In Fig. 53 are shown two spots similar to that shown in
Fig. 52 (a). They are the same size and shape and are
spaced equidistant from the center; they therefore balance
each other in the composition. In Fig. 54, the spots are of
different shapes, but are of equal value in light and shade;
therefore, being equidistant from the center, they balance.
In Fig. 55 are shown three spots, two of which are each half

the size of the third; these two,
being together equal in value to
the third one, satisfactorily bal-
ance with it when spaced the
same distance from the center of
the picture, as shown.

In Fig. 56, the spot a is twice

(a)

(a)

the size of the spot b, but is placed one-half the distance
from the center that spot b is placed. Therefore, the
spots a and b are balanced as they would be in mechanics.
In Fig. 57, the spot a is four times the size of the spot b;
but these two are balanced because the distance ac is
only one-fourth the distance be. Just as the difference
in the weight of two bodies depends partly on their size

62 ADVERTISEMENT ILLUSTRATION §29

and partly on the weight of the material composing
them, so the difference in the importance of two spots is
determined not solely on their relative sizes, but also on
their relative light-and-shade values. This is as shown in

Fig. 54

Fig. 55

Fig. 58, where the spot a is twice the size of spot b, but its
light-and-shade value is only half as strong as b, and therefore
these two are balanced when equidistant from the center c,

Fig. 57

because this spot a> being half as strong, is twice the size of
spot by and therefore equal in value. In Fig. 59, the lighter
value a is balanced by the dark value b, although the latter

Fig. 58

Fig. 59

is only one-fourth the size of a. Being one-fourth the size
and twice the strength in color, b has half the value of a and
balances with a when placed from c a distance twice as great
as a is placed.

§29 ADVERTISEMENT ILLUSTRATION 63

It is evident from the foregoing that a close relationship
exists between the balancing of weights and the balancing
of the various units that go to make up an advertisement.

41. In a good picture, the center of balance is near
the actual center of the canvas, but in an advertisement,
owing to the fact that the reader begins at the top, the
balance centers in a point somewhat above
the actual center. Advertisements, title
pages, and other similar forms of printed
matter are usually more pleasing to the
eye if balanced on the central point of the
line that divides the upper two-fifths from
the lower three-fifths, as shown in Fig. 60.
This simply means that the upper two-fifths
must be equivalent in weight to the lower
Fig. 60 three-fifths. As has already been shown,
the black displays have greater weight, or power of attrac-
tion, than the gray. Therefore, in making the upper part
equal to the lower, the heavy display is brought to the top,
where it will be of the greatest value; or if it is placed near
the center, a balancing display is placed at the top.

VALUE OF DISPLAY UNITS

42. In arranging the different elements of an advertise-
ment, it should be borne in mind that the value of a unit is
influenced not only by the intensity of its color (black, gray,
etc.), but also by its character, size, and location. Every
part of an advertisement has some attraction value; even
unoccupied white space attracts by its contrast. Any dis-
play element has greater attraction when isolated than when
placed in close proximity to other display of nearly the same
value. A unit at the bottom of an advertisement is less
attractive than one at the top; a unit at the edge has greater
weight than one at the center. Two or more closely associ-
ated units should be considered as one, and their united
center is the point on which they balance with other units.

64 ADVERTISEMENT ILLUSTRATION" §29

43. Position of the Chief Units. — As the arrange-
ment of all the other elements of an advertisement depends
somewhat on the position of the most important unit, it is
essential to good balance that the unit having the greatest
attraction should receive first attention. Thus, if the illus-
tration is the strongest single unit (and it usually is), it
should be placed where it will be most effective, and then
the other units should be arranged in such a manner that
they will be subordinate to it and still compensate for its
extra weight.

PLACING OF SINGLE ILLUSTRATIONS

44. There are a number of positions in which an illus-
tration may be placed, each one of which is better than the
others under varying circumstances, depending on the sub-
ject of the advertisement, the character of the illustration,
and other display elements. The principal positions are the
four corners, the top, the bottom, the right or left side, and
the center.

45. Illustration at Center of Balance. — Perhaps the
simplest scheme of display, when a single large cut is to be
used, is to place it at the center of balance. In this way,
the illustration will be entirely eliminated from the problem
of balance, and all that remains to be done is to balance the
other units. In the advertisement shown in Fig. 34, the
central location of the revolver gives it prominence and at
the same time prevents it from overbalancing the other units
of the advertisement. This advertisement is a trifle "bottom
heavy" on account of the light character of the illustration at
the top and the heavy display at the bottom. In this case,
however, it is not a serious fault, because the upper part of
the advertisement is of a subordinate character and the eye
travels naturally from the principal unit to the reading
matter that follows. The advertisement, shown in Fig. 18
furnishes another example of a heavy cut placed in this
manner. In this example, however, the heavy display type
aids in preserving the balance.

66 ADVERTISEMENT ILLUSTRATION §29

46. Illustration at Top of Advertisement. — Placing
the cut at the top of the advertisement affords another easy
means of securing prominence for the illustration and at the
same time giving balance to the advertisement. This plan
is especially effective when the illustration occupies a rela-
tively large space. The illustrations shown in Figs. 43
and 49 are good examples. In each of these advertisements,
the illustration is an excellent eye-catcher, and the eye
moves naturally from the picture to the reading matter. In
Figs. 61, 62, 63, and 64 are shown variations of this style of
setting that suggest the many forms this idea may take.
Each of these advertisements presents a marked example of
attractive arrangement and good balance.

47. Illustration in an Upper Corner. — Single illus-
trationSj if not too large, can be attractively displayed in one
of the upper corners of an advertisement. This arrangement
is rendered more effective, however, if there is a close con-
nection between the illustration and the heading. In the
advertisement shown in Fig. 65, the cut is attractively placed
in this manner. Fig. 66 shows another example in which
the illustration is skilfully displayed in an upper corner of
the advertisement.

48. Illustration in Full Length of Advertisement.

Sometimes, when the space is not very deep, it is necessary
for the cut to extend the whole length of the advertisement.
Instances of this kind are shown in Figs. 2 and 16. When
given this position, if the subject will permit, the illustration
should not be more than one-third the width of the entire
advertisement, otherwise a one-sided effect will result. An
exception to this rule is when the illustration is of an
extremely light character, such as that shown in Fig. 16.
With an illustration of this kind, however, great care should
be taken to get a similar tone in the typography. Heavy
display type and black borders would be inharmonious.
In Fig. 67, a very striking effect is secured by allowing the
cut to occupy one side of a long, narrow advertisement.
In this advertisement, the illustration, although attractive

No two sets of tires receive the same treat-
ment, carry the same weight, encounter the same
road conditions or travel the same number of miles.
It therefore happens that an inferior tire, used under
ideal conditions, sometimes enjoys a brief local popularity.

Kelly-Springfield Tires

are sold throughout the length and breadth of the land
They experience every hardship, encounter all conditions
of roads and are subjected to all sorts of abuse and
neglect. Yet their history is one unbroken record of
successes. That is why good builders always use
them and knowing drivers always demand them.

Consolidated Rubber Tire Company
39 Pine Street. New York
Akron. Ohio

Fig. 64

67

IheMahin
Advertising
Data Book

30 Days Free^Trial
— this, 400 JPage
Book of Valuable
Advertising Data

that we— The

TV) simply say
■ ADVERTISING COMPANY
ply the most up-to-date
ble data for advertisers, would
platitude which any other
institution might reiterate,
living proof to offer that w
it. The proof is "THE it
VERTISING DATA BOOK."

compiled

Data Book" has

found necessary to tap within the i>ast five
years, in planning and preparing Data-Built
Campaigns for our own Customers.
When you glance through this "MAHIN ADVER-

TISING DATA

of the advertising company which

is just thorough enough and advanced
without command of the precise data you v
pocket ready-

■ A'hat percentage of people in

your Advertising

States could afford to buy your advertising produci
What states in the union would be your best field to
so as to produce the maximum profit

What Mediums in these states are best adapted to Advertise your product there.
What rates are charged by those Mediums— whether Newspapers,

Medi

Boards. Street Cars or Painted Walls.

What the cost of Posters, Street Car Cards, Half-
carry out your contemplated campaign there

: Cuts
How the kinds

• many words of each will occupy a square inch of space,
proofs of copy so as to save prir
oughly epitomized array of the funi

>r Printing should be to
f type are named, and
How to correctly check
act a complete but thor-

Data -Built Advertising
Campaigns

incomes of 5400 per year,
I It tells which sections
which the poorest. It tell
and their averasc pay.
r It tells about how many foreigners there are In e
j read the English papers, and how best to reach them
tell3 the percentage of peopl<

the kind of data youtl find condensed
■ "THE MAHIN ADVERTISING

acb

who cannot read any
language, and so cannot be reached by any advertising but
Wall Signs and Posters,
f It tells how many familii
Incomes are, in the differen

expected to buy, through advertising. Then, It tells
ings, in different industries, and even details the average wages
paid different classes of railway employees, thus indicating their JZf
purchasing capacity.

The price of " THE MAHIN ADVERTISI
BOOK" is only Two Dollars, by Mail, and it wi
"on approval" to any Advertiser. Advertising Manager.
Business Man, who will write for it on his firm's letter-head
Address ^ ,

MAHIN ADVERTISING COMP/

80S American Trust Building
- CHICAGO. ILL.

Fig. 65

By showing only part of the book, space was saved in
this advertisement. The general effect of the
advertisement is very good

The Shoe that Proves

Before and After

REGAL Shoes have
always carried with
them such tangible proof of
wearing quality and shape-
retention that you knew what
you were getting before you paid
your money

But aftenaards, when Regals
themselves prove in the
wearing every claim of style
and qua lity that we' have
made for them— then you
know the value of your own
judgment and our sincerity.

The newest Regal proof
is the Specifications Tag. It

is our signed guarantee of the quality of the materials
and workmanship in those Regals you are buying— and
it's the best shoe insurance on earth.

If you do not live near one of the Regal
. »tores, order through the Regal
Mail Order Department

The New Spring and Summer issue of
the Regal Style Book sent Free

, Calf, Van Ness A'

Mail Order Sub-Stations:

Factory, East Whitman, M ass. Box 903.

Bush St., New Store. London, Eng., 97 Cheapside.

$3.50 and 54.00 for Men and Women $3.50 and $4.00

Fig. 66

A fine example of effective "corner placing:" of the illustration

Consider the
Effect of
Hardware

In planning
a home do not
overlook the
decorative pos-
sibilities of the
hardware, and
do not neglect
the opportunity
to exercise your
own judgment
in its selection.

SARGENT'S

ARTISTIC

HARDWARE

offers the wid-
est latitude of
choice. De-
signs are made
to harmonize
with every style
and period of
architecture.

Sargent's
Book of Designs?

Sent Free

will prove in-
valuable if you
are building or
remodeling.
Write for it.

If you are
interested in
Colonial Styles,
ask for our Col-
onial Booklet.

SARGENT & CO.,
154 Leonard Street,

New York,
v

Fig. 67

This illustration is nearly as effective as a show-
ing: of the actual goods would be

Silver Plate that Wears "

Select Your
Christmas Silver Early

Make your selections of Christmas silver early and secure- exclusive
designs— the great popularity of the "1847 ROGERS BROS." brand
soon depletes holiday stocks, and delay may force you to accept an
inferior substitute..

«4

1847 ROGERS BROS.

represents the best silver plate that money can buy. Beautiful in
conception, perfect in taste and of the newest shapes, com-
bined with that enduring quality that assures life-long service.
Knives, forks, spoons, and serving pieces are obtainable in patterns
to match, and sets may be completed at any time. Sold by leading
dealers everywhere. Send for catalogue "L-30" to aid in selection.
MERIDEN BRITANNIA CO., Merlden, Conn.

Fig. 68

No other double guns offer
so much value at
the price.

the ^m*&m«v JOINT

Is a marvel for such low-priced guns.
It positively caunot shoot loose, as it is
arranged to take up wear, and keep stron
and solid after years of continuous usage.
SEND FOR OUR COMPLETE GUN GUIDE
AND CATALOGUE FOR 1907. It's free. Gives
best prices and offers most complete line of fire-arms
manufactured.

13 Chestnut Street, Norwich, Conn., V. S. A.

World's Largest Manufacturers High-Grade Popular-Priced Firearms.

DOUBLE BARREL
SHOT GUNS

The twist and Damascus steel barrels are of
the finest make and are imported by us. The
plain steel barrels are decarbonized
steel of selected American manufac-
ture. Frames are case-hardened
steel, and our stocks are made of the
best selected walnut.

In shooting and quick handling
qualities, and in durability and pre-
cision, these double guns are the equal
of double guns costing fifty to
seventy-five dollars.
AS AN EXAMPLE OF PRICE

££ $20

$30

Enclish twist barrel
plain steel

barrel double gone

Fig. 69

71

Parker

Fountain

Pen

The Pen that Inks the Point

For a

Christmas
Present

3

make a gift for old 01
young, so useful ov
pleasing as a Parker
Fountain Pen. It
will be a constant re-
minder of the giver.
Furnished in Hand-
some Holly Christ-

A Pen with
Particular
Advantages

If the man who
purchases a
Parker Pen ex-

the nozzle, to
soilhisfingers
whenhetakes
the pen from

58.00. l-.tt.tr |.r„

Special Offer :

The

Parker Pen Co.

Ruler and Paper Cut)

Fig. 70

§29

ADVERTISEMENT ILLUSTRATION

73

in itself, overshadows the text to a noticeable degree. By-
placing an advertisement like this in an outside column,
so that the half-tone will be next to the margin, this effect
may be obviated to some extent. A closer setting of the
reading matter will also help to overcome this objection.

49. Working Illustration Into the Border. — Fig. 68
shows how an illustration can be very attractively worked
into the border. In advertisements similar to this, where
the outlines of the space devoted to type are very irregular,

ORTHERN

MOTOR CAR CO., DETROIT J[ I

FolT IOOS the Silent Northern embodies the same strong, enduring construction1 fff|

y that has given it supremacy for five successive years, plus MORE

POWER, due to the larger cylinders, larger valves and other refinements. CFive years
experience manufacturing this one type insures that perfection of detail necessary to
give you reliability and low cost of maintenance. This car will prove to be for you, as
it has been for others, a genuine money-saver— and give you every pleasure and

comfort possible to get from any car
regardless of price. Investigate— find
out for yourself. Send for Catalog.

Pig. 71

more symmetrical results can be obtained by making the
type follow closely the lines of the illustration or the
border, as the case may be. This rule is exemplified in
Figs. 2 and 15.

50. Diagonal Arrangements of Illustrations. — It

rarely happens that an illustration will lend itself to the
arrangement shown in Fig. 69. The plan of display is
sufficiently out of the ordinary to attract attention, and at
the same time, the illustration exhibits the vitally important
features of the gun without any unnecessary waste of space.
207—17

74 ADVERTISEMENT ILLUSTRATION §29

The stock and barrels, which look very much the same in all
guns, are not shown, thus permitting a bolder view of the
parts specifically treated in the text. In an advertisement of
this character, it is necessary to fill the space closely if a

The Cunning of Cookery

Q When appetite waits on hunger, the pleasure of
eating is confined to the flavor — then try not to
satisfy hunger, but rather to titillate the palate and
start the gastric juices flowing that hunger may
beckon appetite. -^Try this with your husband,
fresh from the office with the cares of business
paramount. You tempt him, you abstract him, he
talks, he eats and he lives to enjoy and not to exist.
C.The palate tempting Soup, the kind that makes your
mouth water, is best made with Armour's Extract of Beef,
the best extract of the best beef. "Culinary Wrinkles,"
sent free, tells how tb make that kind of soup, how to make
rich and wholesome gravies and how to make thejeft-overs
of today into dainty bits for tomorrow.
C Buy a jar of Armour's Extract of Beef.' It will prove
its worth, whether for elaborate spreads on special occa-
sions or for your every-day plain and simple family fare.

Send postal today for "Culinary Wrinkles," will help
you inmanyways. Address Armour & Company, Chicago*

Pig. 72

symmetrical appearance is to be secured. A small spot of
white, such as would be occasioned by the omission of the
three short lines above the barrels in Fig. 69, would give
an unbalancing effect. Filling the space under the gun more
compactly would improve this advertisement.

§29 ADVERTISEMENT ILLUSTRATION 75

51. An effective way of treating a long cut in a long,
single-column advertisement is to run it diagonally across
the full length of the space, as shown in Fig. 70. Illustra-
tions placed in this manner cannot fail to attract attention,
but they cause the type to be set in very narrow measure,
which detracts from the legibility of the text matter. Very
few illustrations can be placed effectively in this way.

52. Illustration at Bottom of Advertisement.

Frequently, it is not desirable nor advisable to place a single

'The purpte-globed clutters their life dews have bled;
How sweet is the breath of the fragrance they shed."

-Oliver Wendell Holmes.

Duroy Champagne Wine

Non-Sparkling

A pure unadulterated product of the most luscious grapes,
so prepared by the Duroy process as to harmoniously
satisfy the most exacting palate.

Rich in that delicious mellowness and bouquet found
only in the choicest of imported brands; it appeals
to the discriminating connoisseur. Order a case of
Duroy at once from your druggist.

mm *

Sold in Cases of 1 Dozen Quarts ® $8.50 per Case
Sold in Cases of 2 Dozen Pints @ $9.50 per Case

Sold by all retail druggists and jobbers. Ask your
druggist or write for descriptive pamphlet "A.*r

Upon receipt of 15 cents ti
FREE OF CHARGE, to
of our beautiful aluminum hou

cover cost of mailing, we will send
ly point in the United States, one
: thermometers.'

THE DUROY & HAINES CO.
Sandusky, Ohio
Sole Producers

Pig. 73

illustration at the bottom of the space, but it sometimes
happens that this proves to be the most attractive arrange-
ment possible. In the advertisement shown in Fig. 71, the
heavy display at the top perfectly balances the cut at the bot-
tom, and as a result the advertisement is very attractive. The
very character of this illustration makes the position at the
bottom a logical one. All the space has been utilized in this
example. Fig. 72 shows another advertisement in which
the cut has been placed at the bottom. In this case, the
illustration so nearly approaches the tone of the type used
that it might be put anywhere in the advertisement.

How
to select
a Davenport Bed

Never buy a Davenport Bed that hasn't a head
and foot board all the way across when open.
Bed clothes, can't be "tucked in;" pillows
can't stay in place.

Never buy a so-called "Automatic" Bed that
has cogs, wheels, " catches " or any concealed
mechanism. It's sure to go wrong.

A Davenport Bed that hasn't a dust-proof box
for bedclothes is unclean and unsanitary.

A Davenport Bed with a hard ridge in the
center is cheaply constructed. It can't be com-
fortable as a bed.

The Streit is the modern perfected Davenport
Bed. It has no faults. It is complete in every way.

A child can " operate " it. No cords, cranks,
wheels or contraptions, as found on so-called
"Automatic " beds.

Upholstering is rich, luxurious.
Large dust-proof box under the seat for bed-
clothes and pillows. Full width head and foot
boards — as complete and comfortable as
any bed.

You will make a serious mistake if you buy
any other Davenport Bed except the Streit.
Tell your dealer you want to see the Streit.
Look for the name on the gate. If he
hasn't the Streit write us, and we will refer
you to one who has. or supply you direct.
Send for our illustrated catalogue, show-
ing various styles and explaining why
it is the only satisfactory Davenport Bed
made at the present time.

The C. F. Streit Mfg. Co.

1050 Kenner St., Cincinnati
Makers of the Streit Morris Chair
with footrest.

Fig. 74

One way of balancing two illustrations in a small
advertisement

7G

Important Facts
About Boiler
Scale

A very important fact in regard to
Boiler Scale is that it can be entirely re-
moved from any boiler, whether water
tube or return tubular, in less time and
more effectually by the use of the Dean
Boiler Tube Cleaner than by any other
means known to engineering science.

This is a FACT and cannot be dis-
puted.

The Dean will save your
coal, time, money and power.

The Dean will relieve you
of worry and annoyance.

The Dean can be used in
different sizes of tubes.

The Dean will pay for it-
self in a short time.

The Dean is now used in
the largest power plants in
the world.

The Dean proves that all
compounds are failures.

The Dean by a single
trial will convince you that it

is the ONLY satisfactory
tube cleaner..

You can make this trial
free in your own plant by
simply asking us to loan you
one.

Write at once and tell us
the type of your boiler and
the size of the tubes and we
will send you a Dean im-
mediately.

No obligations — we are
glad to do it.

The Dean is a convincing
argument..

When you write ask for " Boiler Room Economy "
a handsome book filled with interesting information.

THE WM. B. PIERCE COMPANY

323 Washington Street, Buffalo, N. Y.

Fig. 75

This advertisement demonstrates how two cuts of nearly the same
size and shape may be placed in the upper corners of the space.
The white space in this example has been utilized in a way
that gives the advertisement a very readable appearance

77

78 ADVERTISEMENT ILLUSTRATION §29

53. Balancing the Illustration With a Border.

Sometimes, when a heavy illustration has to be used and no
other means of balancing it is open, a border of sufficient
strength can be utilized for this purpose, as shown in Fig. 73.

PLACING OF TWO OR MORE ILLUSTRATIONS

54. In advertisements where two illustrations of nearly
the same size are to appear, one may be made to balance the

MarshallFieldgQ).

OUR CHIMING HALL CLOCKS

Are Now Conveniently Located on the
First Floor, Wabash Avenue Building.

The new Hall Clock room enables us to give a fitting pre-
sentation of our elegant assortment of these interesting
clocks. Many new, exclusive and highly artistic specimens
have been recently added to our usually large collection,
making the display doubly in-
teresting.

Of especial interest are tie ~new pat-
terns of Colonial design in Crotch Ma-
hogany. They contain the highest type
of English movements, with full hand-
engraved dials, mercurial pendulums and
our " symphony " chiming tubular bells
which produce a most .realistic cathedral
tone. These range m price from $450.00
to $650.00.

Other Tubular Chiming Clocks are
priced as low as $225,00.

Exceptional values^ in Westminster;
Chiming Hall Clocks, in solid mahogany
cases of three different designs, $150.00,
Smaller Hall Clocks of mahogany in
Colonial designs, $34.00 to $59.50.

Mission Hali Clocks, $24.00 to $45.00.

Pig. 76

An example of two illustrations placed in the lower corners.

the top restore the balance

The strong: lines at

other. This may be done in several ways, namely, by placing
one cut at the top and the other at the bottom; by placing both
cuts at the top or both at the bottom; by placing the cuts

You need not be an expert to see the
difference between a. cup of coffee
made from clean, uniform particles of

Barringtoriffeill

and a cup made from Mill-
ground Coffee, contain-
ing large and small
pieces, chaff
and dust.

N BARRINGTON HALL COFFEE the

pieces, being of uniform size, yield their flavor
evenly and then settle like clean sand at the
bottom of the coffee pot. : • Not so with mill-
ground coffee. It takes so much longer to ex-
tract the flavor and strength from a large piece
than from a small one that the small pieces and
dust are boiled to death long before the oil is
fully extracted from the large pieces.

It is this overcooking, unavoidable in unevenly
ground coffee, which brings out the tannin and
jnakes coffee disagree with some people.

Use Barrington Hall for a few days and you
will see that it makes a coffee that is better,
more wholesome and more economical, because
you can get from it the maximum amount of
the delicious flavor and the minimum of the
astringent tannin. '[

PRICE: 35c- to 40cT per'pound according to lo-
cality. Packed in sealed tins only. If your
grocer tries to sell you something " just as
good," he has his own interest, not yours, in
mind. Write us and we can tell you how and
where to get Barrington Hall. If you accept an
imitation, please do not judge our coffee by it.
SPECIAL TRIAL OFFER. For ten cents in
stamps or coin to pay cost of packing and
mailing, we will send you enough Barrington
Hall to make eight cups of delicious coffee,
together with our beautiful, frosted aluminum
graduate, designed for measuring — rather than
guessing — the amount of dry coffee to be used.
Address nearest office
108 Hudson Street 252 N. Second Street

New York City , Minneapolis, Minn.

L_ BAKER IMPORTING COMPANY
53 COFFEE IMPORTERS

Fig. 77

In this example, one illustration supplements
the other and thus makes it necessary
to place them close together

80

ADVERTISEMENT ILLUSTRATION §29

diagonally across from each other; or by placing both cuts
together near the center, where they will be easily balanced.

55. One Illustration at Top and One at Bottom.

Fig. 74 shows how, in a long, narrow space, one illustration
may be placed above the other so as to produce an effective
display. Where this arrangement becomes necessary, the
heading can be made to give the advertisement a. balanced
effect.

f Carbon Paper Economy

You can save considerable in office expense — get better,
juicker and neater work — by the intelligent use of the right
bon paper. The right carbon paper is one that is graded ia
veights, according to number of copies wanted — has a non-smut
finish (can't soil the hands) — long lived and durable- and will produce
clean, readable impressions every time.

That'si

The Pink of
Perfection**

Carbon
Paper

Typewriter Ribbon

By a new exclusive process in tK? manufacture, Carnation Br^ind Carbon Paper is given a hard,
non-smut finish — colors are rendered strong and indelible, every impression comes out sharp
and clear, and gives more clear copies from one sheet than any other carbon paper.
A different weight for different number of copies required. Learn the correct weight
of carbon paper you should use— described in our booklet, "Uses and Abuses
of Carbon Paper and Ribbon /^entfree on request. u made of imponed
Carnation Typewriter Ribbon is Best Nainsook of extra long,
fine fibre and finest texture. Carnation Brand Ribbon is positively non-
filling— strictly indelible colors, and gives a sharp.clear, uniform letter
from one end to the other, until the ribbon itself is entirely worn out.

Your name on your business lenerhead brings [he invaluable book on Carbon Paper

free! Send lor it MILLER-BRYANT-PIERCE CO., Dept.O,

today. ^^Bl^haaHMB^ Aurora, III.

Fig. 78

The typewriter-ribbon border binds this advertisement together in an artistic and
attractive manner

56. Botli Illustrations at Top. — In the advertisement
shown in Fig. 75, the two cuts at the top are balanced hori-
zontally. This is a simple way of balancing two cuts that
are very similar in size and shape.

57. Both Illustrations at Bottom. — The advertise-
ment in Fig. 76 shows an arrangement somewhat like that
of Fig. 75, except that the cuts are placed in the lower part
of the advertisement. This balanced plan of display is made
possible by the light character and the long, narrow shape
of the illustrations and the bold type at the top.

§29

ADVERTISEMENT ILLUSTRATION

81

58. One Illustration Immediately Above Another.

When only two illustrations are used, it is seldom possible
to place one immediately above the other with good effect.
Sometimes, however, when there is an intimate connection

Direct to You

TRADE MARK REGISTERED

Actual Factory Prices Freight Prepaid
360 Days' Approval Test

Don't buy a stove or range of'
any kind or for any purpose until;
you have seen our catalogue.
We sell to you direct from the fac-
tory at actual factory prices, and not
only save you all the jobbers', dealers'
and middlemen's profits, but also give you
a stove or range of exceptionally high grade.
You cannot find a better at any pi ice, and
you save from $5 to $25 and even $35 and $40
on your purchase. '
■ We "give you as strong a guaranty as it is
possible to write, and we_sell you — freight

360 DAYS' APPROVAL

The Kalamazoo line is complete? embracing stoves and ranges for
every domestic purpose. The illustrations here show the Kalamazoo'
Radiant Baseburner and the Kalamazoo Vulcan heater. - -j
The Kalamazoo Baseburner (for hard coal) is without doubt one of<
the most perfect heaters ever built. Its principle of construction makes;
it most economical of fuel, and an extra large radiator of heat. We ask;
the closest comparison between it and any other baseburner made.

The Kalamazoo Vulcan heater is designed for
stores, shops, depots, halls, schools, churches,
lodge-rooms, etc. It is built in sections (like a sec-
tional bookcase). You can build it up or tear it
down as occasion demands. Its dome sections, by
their heavy corrugations, give largest possible3 ra-
diation of heat, and by their peculiar shape, retain
much of the heat usually lost through the chim-
ney. A hot-blast draft consumes smoke and
gases, making it the most economical of fuel.

These are two of more than 300 sizes an J styles. \ "
Send Postal for Catalogue No. 176

and see for yourself the money-saving advantages of /
buying direct from our factory. - - ,

Remember: You save all dealers' profits
You run no risk as you buy on 3fj0 days' approval.
You have no trouble or bother as we ship all
Kalamazoos blacked, polished and ready for
immediate use.

your attention ?

Write toda
KALAMAZOO STOVE

mazoo, Michigan

Fig. 79

CO.

An example of an effective diagonal arrangement of illustrations and
of the oval form of border

between the two, this arrangement becomes desirable in
order that the selling- argument may be strongly and clearly
presented and be at once apparent to the reader. In the
advertisement shown in Fig. 77, by placing the illustrations

82 ADVERTISEMENT ILLUSTRATION §29

close together, the point brought out is obvious at a glance.
If these illustrations were widely separated, much of their
value would be lost. Illustrations of this character should
be placed in the upper central part of an advertisement unless
they are very light in tone, in which case they may be placed
on either side without disturbing the balance.

"The Greyhound on Wheels"

Is the light-running

NEW MOLINE

In ilght-runniDg qualities, The New Moline has distanced all competitors.
So remarkable is its superiority in this respect, that we have adopted the
swift greyhound as a part of our trade mark.

ch pride in the light draft of The. New Moline, as we
do in its durability and strength.

You can get more work out of your team if you
own a New Moline, for they will pull a heavy load
with comparative ease, if road conditions are fair.

New Moline wheels are as solid as ' bough con-
structed of one piece.

The Oak of the Hubs is perfectly seasoned and
mortised afterwards. The inside cupping fits the
high collar of our skeins, so as to shut Out every
particle of dirt and dust.

The cross section of bub and spokes shows how
perfectly they are joined. The picture of dust-proof
skeins tells its own story.

The sectional view of skein, skein box and hub
with spokes inserted, discloses the real secret of the
light-running feature of The New Moline.

We use the finest air-seasoned hardwood from
the coast, and reinforce our wagons throughout
with heavy ironing.

The first Moline Wagon was built in 18S4. It
was not quite as handsome as the wagons we are
turning out in 1906, but it was built by a wagon
roaker who knew his business, and put honest
material and high-class workmanship into it.

The same strict attention to every detail of
construction that built the foundation of our present
enormous business, is given to every wagon we turn
out.

The reputation of The New Moline as a leader,
has been gained by continual improvement.

If you want the most up-to-date
and satisfactory wagon, get The
New Moline.

The Jeading dealer in your town
is our agent. Call and see him,
or drop us a postal at once for our
book on Wagons.

Moline Wagon Go.

Moline, III.

Fig. 80

An example of how four illustrations and a large
trade mark can be arranged effectively

59. Diagonal Placing of Illustrations. — By placing

two cuts diagonally across from each other, one in the upper
and one in the lower corner, as shown in Figs. 24, 78,
and 79, some very attractive and well-balanced effects can be
obtained.

§29

ADVERTISEMENT ILLUSTRATION 83

ARRANGING DISPLAYS OF UNEQUAL VALUE

60. A more complex problem than any of the foregoing
is the balancing of isolated units where the chief feature of
display is much larger than any of the others and is placed
some distance from the center. When this occurs, the prin-
cipal unit can be balanced only by two or more smaller ones.
Fig. 15 presents an example in which two display lines, the
border, the body matter, and a small illustration combine
with the upraised arm of the athlete to balance an illustration
that is very much out of proportion to all the other units
of the advertisement. This example also shows how an
illustration may be made to direct the reader's attention to
the body matter; it is always important for the illustration to
do this when pointing or showing action. In every partic-
ular, the advertisement shown in Fig. 15 is an exceptionally
fine example. The advertisement shown in Fig. 12 also
exemplifies this rule for balancing large units with several
smaller ones. Here, the tall dish of cakes is balanced by the
upper display lines, the figure of the boy, and the can in the
lower corner.

61. Placing of Four or More Illustrations. — Some-
times it is necessary to run several cuts along one side of the
space, as shown in Fig. 80. When this is done, it is not
advisable to have the illustrations more than one-third the
width of the entire advertisement. Owing to the close rela-
tion between the cuts, the advertisement shown in Fig. 80 is
made stronger by this style of arrangement than it would be
if the cuts were scattered. In this example, the plain setting
and sturdy display type are very appropriate to the subject
of the advertisement.

84 ADVERTISEMENT ILLUSTRATION §29

ILLUSTRATIONS IN DEPARTMENT-STORE
ADVERTISEMENTS

62. Illustrations are very necessary in the large adver-
tisements used by department stores. Attention to a
quarter-page advertisement may be attracted and held by
a strong type display, but a page department-store adver-
tisement without a cut is usually a dreary and .unattractive
waste of type. It is not impossible to make an all-type news-
paper page look interesting, but the setting must be open or
very distinctive. A page of matter set closely in small type
and in a commonplace style is not inviting to the eye. A
few good illustrations in a large advertisement serve to catch
the eye and direct the attention. To be of the greatest
value, these illustrations should be so distributed throughout
the advertisement that the arrangement will be symmetrical
and also give strength to the general scheme of display.
Where several illustrations are used, a better balance can
usually be secured by having one of them large enough to
dominate all the others. This illustration should then be
placed in the upper central part of the advertisement. If it
is put below the center, the advertisement will likely have
a "bottom-heavy" appearance.

Care should be taken to avoid placing near each other
illustrations of human figures that are drawn to different
scales, as this arrangement will give them the ludicrous
appearance of giants and dwarfs.

In Figs. 81 and 82 are shown two examples of large adver-
tisements in which the illustrations are well arranged. In
each of these advertisements, the largest single unit is placed
in the upper central part of the space and the smaller ones
are distributed around the edges! There are almost innu-
merable ways of arranging illustrations in a department-store
advertisement, but the aim in every case should be to get a
symmetrical effect.

■r

-Chicago's practical gift-center

—never in its history has The Hub been so well prepared as now to meet the tremendous demands

that will be made upon its holiday stocks during tbje remaining three days of preparation for Christmas : in each of the six magnificent departments are
displayed innumerable gifts, every one suitable & appropriate to the purpose: for the benefit of those still undecided "what to give" let us suggest a Hub

gift certificate, issued for any i

—in our youths', boys

will be found
. cut In

to 20

l-wool serges, thibcts, dievi

— youths' extra fine brown suits, all
15 to 20 years, cut in the very
els in college, university and Psi-U-Fi
styles, hand tailored, pegtop
and four button coats, regula

$25 values, at.*

—youths' overcoats, 15 to
single or double breasted i
splendid via
cially priced ;

—little fellows' Russian overcoats', 2lA to 9 'zZZri
years, excellent Values at $3.50.

— *-bts' two-piece double-breasted and kniekerbocker suits, 1 ti
I S3 50.

> years, in Russian, box aod tourist I

it, redeemable in merchandise at anytime, and altogether the most thoroughly satisfactory present one can give.

^ —25% to 33% reducttons~on men's fine clothing enables every one to secure his

Christmas outfit at unprecedented savings, _^->i*-* ' " — - ----- unkt.tkM ftmr ttwra*u./nni/!Mrl

i —men's pure Australian wool suits, in dark and medium gray shades : new extreme

| long style coat, also medium length, with pegtop or conservative trousers : these strictly hand-made ffil er
/ suits can't be bought anywhere else in Chicago for less than $22 : holiday price t(>X%J

—men's automobile overcoats or ulsters, designed for The Hub by cne of the best

' ecfc collar,

$20

they

with i

all shades of brown ar.d gray, is cut 52 inches lcng, has close-fitting, buttcn-to-the l
with broad, shapely shculders and full loose-hanginf; skirts : also overcoats, cut :
live Chesterfie'd and full box styles, included in this very exceptional sale cf $25
$30 values, at choice for

—men's finest silk-lined overcoats of the highest grade foreign

and domestic vicunas, meltons and kerseys, lined throughout with guaranteed pure-
dye silk and interlined with soft nun's cloth, thus insuring extra warmth and ffiOtS
durability : these coats are the very best of «35 and $40 val's : holiday price

men's strictly all-wool hand-tailored overcoats,

: of kerseys, vicunas and
Chesterfield box and
plain black, "
best serge Ii
sold everywhere for $20 : holiday • > K

—500 men's strictly all-wool suits, hand-
tailored throughout, all cut In the season's newest fashions,
and never before sold at less than $15 : specially ffilfk

priced at The Hub for the holidays ipX\J

—smoking jackets or house coats, ideal Christmas gifts !
specially attractive lines of smoking jackets in a variety of
plain and fancy colors at $5 and $6 : finer qualities at $7.50,
S9 and up to $15 1 lounelng robes, specially low priced at
/' $8.50, $10, $13.50, $16.50, $20 and $25. ' . . . .1

W — 1,500 pairs men's pure worsted trousers, hand - tailored
throughout, cut in pegtcp or regular styles, worth $6 and $7 :
noliday price $5. - -f

Prince Albert, full evening dress and dinner suits, including the
els of the famous "Attcrbury System" — most extensive showing of
finest clothes in America : prices $25 to $50. ;

—if you wish to see the busiest haberdashery

department in Chicago, visit the Hub to-morrow : hundreds of holiday
here, appropriate, priced right. <*,,,. )

uggesti
—neckwear : all that's n
fashionable will be found
fancy four-in-hands in oric Inal designs and
rich silcs at 50c to $3.50: English s
and Ascots, $1 to $3.50: batswings, 25c to
$1 : our special offer of folded four-in-hands
at 55c is a great opportunity to obtain fine
neckwear at -a medium price: they are
each in a fancy Xmas box.
— mufflers and reefers : exceptional values,

what style you may desire
heavy cure silk squares, in a variety of col-
ors, special holiday price $2.50 : full size
reefers in plain and fancy designs, all
colors, $1 to $5 : each in Xmas box.
—jackets and sweaters : its easy to fill
^ your wants here, our showing

4* m)

— men's hosiery : the productions of
the foremost foreign make
full presentation here, exclusive pat-
terns as well as solid colors 25c to
$1 : all solid colors in silks at $1,
$1.50 and $2.50 : four pairs of silk
lisle hose, in fancy Xmas box, $2 :
holeproof sox, what better gift for
box of the original guar-
anteed sqx? ■','■■'•'
— handkerchiefs

linen and pure silk, 25c to $1.50
initial handkerchiefs, a large
ment of styles, box of 6, 85c, $1.50,
$2.75 and $4.50 : plain hemstitched
linen, 25c, 35c and 50c each : at 50c
each we sho-j

fancy silks, each In Xmas box.

Chicago, and i
values the greatest : plain colors and
fancy trimmed, $2.50 to $7.

.thoritative styles at
all times in this section, all colors In
stripes, plaids and plain, both li'ht
and dark shades; in flannels and all
other fabrics, at $2 to $10: rich crca-
in full dress and tuxedo walst-
at $3.50 to $10.

lor street or dress wear, blacks, tans, _

"IS — Christmas slippers and shoes

a popular gift, all
styles represented here, fancy pat-
and plain colors, lisle and silk
web, the better qualities having
sterling and gold buckles (engraved
free) 50c to $5 : sets of suspenVers,
garters and arm bands to match, $1,
$1.50 and $2.50 : leather suspenders
in fancy boxes, ideal gifts, $2.50.

—umbrellas, headwear and leather goods :

shot
Ii

gill that's bound to please'.
— jeweliy noreltit! : ;:arl

fcts&ioMoe'Kti'.a vcry'ricti :lu
link buttons designed ii

S2.50&: ^

ne duality of Ca-
'eary

Store open evenings

85

Fig. 81

Fig. 82

§29 ADVERTISEMENT ILLUSTRATION 87

METHODS OF PROCURING ILLUSTRA-
TIONS AND OF ILLUSTRATING
LAYOUTS

FILE OF ILLUSTRATIONS

63. In most cases, the ad-writer must depend on him-
self for ideas in regard to illustrations; therefore, it will be
advisable to start a collection of clippings, or ideas, using- a
special file for this purpose. One of the best and simplest
methods of keeping such a file is to use large envelopes.
The illustration of a pretty hat may be filed in the "hat" or
the "millinery" envelope; that of a bathing suit, in the "bath-
ing-suits" envelope, and so on. By following this plan and
clipping from a variety of publications, a file of matter will
soon be collected that will prove very suggestive in getting
up illustrations.

It is well, also, to include in the file specimens of first-
class effects as well as those of good subjects. A fine
example of a mass-shaded drawing, for instance, may be
filed so that it can be shown to an artist when something is
wanted in that particular style of drawing, and so on.

Commercial illustrators often maintain a file of illustra-
tions, borders, samples of effective lettering, etc. that they
think are likely to be suggestive or helpful in future work
for customers. If a customer wishes a good Thanksgiving-
turkey illustration, the illustrator may have in his file a
dozen different turkey illustrations and may be able to make
a new picture that is not a copy of any of the others but
combines the good features of several. While there is
strong argument for strictly original work in advertising, a
great deal of the work that is classed as original is merely
adaptation or improvement on the work of others. Of
course, no extensive advertiser could afford, even as a matter

88 ADVERTISEMENT ILLUSTRATION §29

of business, to copy the illustrations of another extensive
advertiser, and if a local advertiser wishes to copy an illus-
tration used by a general advertiser, the proper course is to
explain to the general advertiser the intended use of the
illustration and ask his permission to use it.

Special cuts reproduced from drawings that have been
made to order by capable artists are rather expensive for
retail work, because it requires a good photograph of the
article or of a model wearing the article or using it in

Fig. 83

some way, or else the artist must depend on his imagination.
Sometimes the article, a shoe, for instance, may be sent to
the artist; or, in the case of a special cut of some timely
feature, a rough sketch or a well-expressed idea will usually
give the artist a definite idea of what is wanted. In Fig. 83
is shown a special illustration made for the Wanamaker
store for use during a convention of the Elks in Philadelphia.

§29 ADVERTISEMENT ILLUSTRATION 89

It is a comparatively easy matter to give an artist directions
for making an illustration of this kind.

64. In actual advertising work, the ad-writer should
procure proofs of all the cuts that he expects to use at
any time, and these proofs should be pasted in a book,
properly numbered, and indexed. The numbers placed on
the backs of the cuts should be made to correspond with the
numbers in this book. Then, if the cuts are kept in a cabi-
net with their places numbered to correspond with the num-
bers on their backs, they will always be easy to find. Extra
copies of proofs come in handy for pasting on layouts.

ILLUSTRATING OF LAYOUTS

METHOD FOLLOWED IN PRACTICAL WORK

65. Showing Illustration on Layout. — It is very
important that the illustration to be used in the advertise-
ment be shown on the layout In this way, the ad-writer
can see the relation that the illustration bears to the other
elements of the advertisement and thus be sure to allow
enough space for it; also, with a layout of this sort, the
printer will not be so likely to make mistakes. It will help
both the ad-writer and the printer to get just the effect
desired.

66. There are a number of ways in which illustrations

may be shown on the layout. If the cut is at hand, it can be

stamped on the layout with the aid of an ordinary inking pad

and a few sheets of paper or a blotter. After placing the

layout on the paper or the blotter, the cut should be inked,

placed face downwards on the layout in exactly the position

it is to appear, and then pressed with the hand. A little

practice will demonstrate just how much pressure is needed

to give a clear impression. If the illustration is a new onet

the engraver's proof can be used to illustrate the layout; or,

if the illustration has already been printed, it may be clipped
207—18

90 ADVERTISEMENT ILLUSTRATION §29

out of an old advertisement and pasted on the layout. When
none of these means is available, the illustration may be
sketched on the layout, or the dimensions of the base may
be shown by placing the cut on the layout and drawing a
pencil mark around it.

Unless, however, the cut is stamped on the layout or a
proof is used, it is advisable to number the spaces for illustra-
tions to correspond with the numbers of the cuts. Of course,
when only one illustration is to be used in an advertisement
and the cut is sent along with the copy, the printer cannot
use the wrong one, but in large advertisements several
cuts are sometimes used. Often, too, it happens that even
when only one cut is to be used the printer has that cut on
hand as well as several others belonging to the advertiser,
and it is important to show just which one is wanted. If the
illustration is such that it will not be perfectly clear to the
printer which end is the top, the cut should be so marked
that there will be no chance for error.

When the layout is to be shown to the advertiser, it should
be more carefully prepared than when it is intended merely ^
for the printer's guidance. For the advertiser, the layout
should be made as attractive as possible; for the printer, a
rough sketch will usually suffice.

67. Necessity of Sending Cuts With Copy. — When
an advertisement is to be illustrated, the cuts should always
accompany the copy, unless, of course, the printer already
has them in his possession. In sending cuts by mail or by
express, great care should be taken to protect them from
injury by wrapping them in blotting paper, corrugated paste-
board, or some similar material. If two or more cuts are to
be shipped at once, pasteboard or blotting paper should be
placed between them.

METHOD TO BE FOLLOWED WHILE STUDYING

68. As none of the advertisements to be written while
studying will be set up, cuts for the illustrations will not be
needed; nevertheless, the illustrations should be indicated

§29

ADVERTISEMENT ILLUSTRATION

91

on the layouts, just as in practical advertising work. By
clipping; illustrations from magazines, newspapers, and
catalogs, and keeping the file already referred to, a collec-
tion of illustrations will soon be had that will afford some-
thing suitable for a layout of almost any advertisement that
may be written. If a first-class illustration is seen in some
publication from which it may not be clipped, a tracing of it
may be made. If no suitable illustration can be procured
from the collection of clipped illustrations and none can be

Tenuis and All Other

Athletic Shoes

T? e i rt h y t

lo W^s/iih<jt©it Ave.

Fig. 84

found in a publication from which it may be traced, then a
rough sketch as near as possible the size and style of
illustration wanted may be put on the layout, as shown in
Fig. 84.

If it is desired to use a line cut and only a half-tone
illustration of the article is at hand, the half-tone clipping
may be pasted on the layout and a note added that a line
cut is to be used; or, a tracing of the half-tone may be made.

92 ADVERTISEMENT ILLUSTRATION §29

PURCHASING OF CUTS

STOCK CUTS

69. All expense for illustrations should be borne by the
advertiser and not by the ad-writer, unless, of course,
the arrangement is such that the ad-writer agrees to furnish
stock cuts or to have special illustrations made and to stand
the cost out of the compensation he receives. It is usually
better, however, to so arrange that the advertiser will pay
for the cuts; then, if it is decided to use more or better illus-
trations than was at first contemplated, there will be no
complications.

Fig. 85

70. Stock cuts to be used in retail advertising are made
up in great variety both as to subject and size, by a number
of engraving houses. These concerns issue catalogs: — sent
free to advertisers — that show proofs of the cuts and also
quote prices. The prices of these cuts range from 30 or
35 cents to several dollars each. The catalogs show illus-
trations of a general nature, as well as those of specific
articles of merchandise. Fig. 85 shows a fair sample of a

§29 ADVERTISEMENT ILLUSTRATION 93

simple stock cut. A cut like this would not cost more than
50 or 60 cents, and it could be used many times.

Most of the stock cuts are made from drawings of pro-
fessional illustrators. They are sold at low prices because
a number of copies of the same cut will be sold. A cut of
the character shown in Fig. 85 would cost not less than $2 —
probably more — if the drawing and the cut were made espe-
cially for the advertiser. Fig. 86 shows an advertisement
in which a stock cut is used.

71. Syndicate Cut Service. — In addition to a catalog
of assorted cuts, a number of engraving concerns sell what
is known as a "syndicate cut service"; that is, they send to
their subscribers every week or every month a large proof
sheet or a pamphlet of new and seasonable cuts from which
to make selections. As these concerns usually limit this cut
service to one advertiser in a city or to one advertiser in a
particular class (selling, for instance, to only one clothing
house in a given territory), there is no danger of the
same illustrations being used by a competitor of the sub-
scribing advertiser. It is always well, however, to have an
agreement with the engraver on this point.

The syndicate service is a boon to the average retailer. It
enables him to get nearly all the cuts he needs and saves a great
deal of time and expense, for not every city has a good adver-
tisement illustrator or a good engraving house. These proofs
are made up about a month before the cuts are expected to
be used, thus enabling the designers to bring in the latest
thing in fashion and at the same time giving the retailer
time to select and get his cuts on hand before the adver-
tising event for which they are to be used. Styles in such
goods as coats, cloaks, etc. change frequently and require
seasonable cuts. It would be very injudicious for an adver-
tiser to use an illustration of a short coat when long coats
are in style. These syndicate cuts are usually made up by
competent designers — often by the same artists that draw
special illustrations for the most prosperous stores of the
larger cities.

Get Your Uniforms
And Play Ball

The nine must have uniforms in order to
make the proper showing. We have just
received our full line of samples. It means a
great deal to say that the colors are even pret-
tier than those of last season, but they are;
and prices are no higher.

Come in and get samples to
show the team. The style book
this year suggests good color
combinations. Copies free.

Complete suits — cap, shirt, belt,
trousers, stockings, and shoes, $6, $8,
$10, and $13.50. The $6 and $8 suits
are the best we have ever offered at
that price.

Get in your order early and
get your suits early. Suits for
whole team lettered free.

REINHART, 10 WASHINGTON AVENUE

Fig. 86

An advertisement illustrated with a stock cut. The only fault of the cut is that it shows too much
white space for the remainder of the advertisement. This could be corrected by sawing
off one corner and mortising: the center to give room for a few words of copy

9i

§29 ADVERTISEMENT ILLUSTRATION 95

To get the best syndicate service and to have its exclusive
use in his own city, a retailer must agree to use enough
cuts to bring the charge up to a stated amount each month.

72. Disadvantage of Stock Cuts. — The principal
fault in any kind of stock-cut service is that the cuts do not
always illustrate precisely the article that the merchant
desires to sell. He may want to offer a special lot of a
particular model of. women's corsets, but may not be able
to get from the engraver's catalog or the monthly proof
sheet a cut that exactly represents it. Any good corset cut
may draw attention to the notice of the sale, but it is obvi-
ous that the best plan is to have a cut that accurately illus-
trates the article, for readers may compare the cut with the
description. In a case like this, the advertiser may be
helped by the use of a manufacturer's cut.

MANUFACTURERS' CUTS

73. Many manufacturers aid the retailer by supplying
him, free of charge, with cuts of the goods that they sell
him. When these cuts are well made, they have an advan-
tage over the product of the stock-cut house in that they
more truly illustrate the goods; that is, they show particular
features that are not shown by a general cut. For instance,
a cut supplied to the retailer by the manufacturers of the
Crossett shoe would show the exact model of the Crossett
shoe, while it is likely that a stock shoe-cut would not do so.

SPECIAL CUTS

74. No matter how great an assortment of stock cuts
any cut-service house may have, it is practically impossible
to procure ready-made cuts that will meet all the require-
ments of the retailer; and rarely can the general, the mail-
order, or the trade-paper advertiser find in a cut service just
what he needs.

In spite of the cheapness of cut service, there is some-
thing to be said in favor of the specially made cut for the

98 ADVERTISEMENT ILLUSTRATION §29

retail advertiser. He may put some individuality into it.
The illustration in the advertisement shown in Fig. 87 is not
only high grade, but it carries out the Vogel idea of using
an arrow to point out the shapely collar that is claimed to be
characteristic of Vogel-made coats. Thus, the ad-writer will
sometimes find it advantageous to have special cuts made.
For this purpose, it will be necessary to have: (1) a good
idea for the special cut; (2) the services of an illustrator
capable of making a suitable drawing; and (3) the services
of a photoengraver.

In almost every town of 50,000 or more inhabitants there
is at least one engraving house and usually some one that
can draw well enough for newspaper reproduction. If there
is no local engraving house capable of doing first-class work,
excellent and prompt service can be had from any of the
large engraving concerns located in New York, Philadelphia,
Chicago, and other cities. Some of these firms have both a
night force and a day force and can make cuts on short
notice. Many of these firms have their own artists, and if
given a photograph to follow or the object to be illustrated,
they can produce the drawing as well as the cut.

Where illustrations of a very particular nature, such as
those used in magazine or trade-paper work, are to be pre-
pared, it is likely that the ad-writer in a small city will not
be able to find an illustrator that is capable of giving the
best results. In such a case, the assistance of the experi-
enced advertisement illustrators of the larger cities will have
to be secured.

75. Make-Up of Good Drawings. — In having a photo-
graph of a drawing made, there is a very important thing to
be considered, namely, the article that is to be illustrated.
If a pair of shoes is to be advertised, it is not necessary to
show a woman wearing a pair of the shoes, and all her friends
around her in the parlor. Superfluous details and acces-
sories not only occupy expensive space, but they actually
take attention away from the central idea of the advertise-
ment. Slight details are sometimes necessary to enliven an

Clearance Sale of Men's Suits

$13.75

Reduced from
W, $18, $20, $22

Sensational news rarely finds a place in our advertising
columns. But there is a time for all things. And here we give
word of one of the most sensational movements in the history of
men's clothes retailing. Hundreds of incomplete lots of this sum-
mer's suits have been grouped together and priced at $13.75.
Most of them were formerly $20 and $22. None less than $ 1 5.

WM. VOGEL & SON

way

Houston Street

mi

Fig. 87

97

98 ADVERTISEMENT ILLUSTRATION §29

illustration, but they should be as slight as possible. If an
advertisement of a shotgun is to be -illustrated, it is not
necessary to include broad views of woods, mountains, and
rivers. To give realism and interest to the advertisement,
game of some kind may be shown and the picture may
illustrate the gun being fired by a hunter, but in such cases it
may be better to show only the head and shoulders of the
hunter, and this plan would give room for a larger illustra-
tion of the gun — the thing to be sold. Observe the adver-

What Goes Into a Lef ever Gun

What you get out of a gun depends on what is put into it.
Lef ever guns are the result of fifty years' experience of skilled
workmanship. Many of our men have worked with ns since they
were boys, and know as much about gunmaking as anybody living.
By making one piece exclusively for years, our workmen have achieved
mechanical perfection. In assembling and balancing guns, our most skilled
workman devotes great patience and time to get the fine rakish balance which
distinguishes our guns above others.

Only the best tool steel is used in our drop forgings. Our Circassian
Walnut is selected expressly for us and imported. Barrels are imported and
bored on our famous taper system.

The most conscientious care is given to testing. No gun leaves the factory
which cannot shoot dead centre into a 30-inch circle at 40 yards, with even
distribution and maximum penetration of shot.

LEFEVER SHOT GUNS

will improve your score at the traps (they have won two Grand American Han-
dicaps), or it will give you perfectly accurate service with game.

It is guaranteed to always remain tight. It has one-half less parts (three
pieces) than any other gun, and because of its compensating features and
strain-saving cocking hook, it will outlast others.

Our fine catalogue will explain other very desirable exclusive features —
sent on receipt of your name and address.

Your dealer will demonstrate the acknowledged superiority of Lefever
guns if you will ask him.

LEFEVER ARMS COMPANY, 31 MALTBIE STREET, SYRACUSE, N. Y

Fig. 88

Another fine example of a mass-shaded drawing. The features of the gun, however,
are not shown plainly

tisement shown in Fig. 88, for instance. While the strong
contrast in the tones of this illustration make it attractive, it
does not illustrate the superior features of the Lefever gun.
The buyers of good guns are critical in regard to the appear-
ance of a gun itself; therefore, the advertisement, attractive
as it is, is fundamentally weak.

76. It is possible, of course, to err in the other direction
and have illustrations so lacking in human interest as to
make them weak. The ad-writer should use good judgment

§29 ADVERTISEMENT ILLUSTRATION 99

and put in only those details and accessories that actually
strengthen the illustration.

On comparing the illustration shown in Fig. 89 with that
shown in Fig. 90, it will be found that Fig. 89 is so full
of detail that the point intended to be brought out by the
advertisement is obscure. By doing away with the crowd
of men and showing the upper part of the figure of one man
pleased with the Waterman "clip-cap," as shown in Fig. 90,
a shaded pen-drawn illustration that is very effective results.
Fig. 91 shows another example of good, simple effect.
Nothing would be gained here by showing all the family at
the table. In a small advertisement like this, a strong line
drawing is much better than a wash drawing or a photograph.
The main idea, the thing to which it is desired to draw
attention, should stand out boldly; nothing should be
introduced that will detract from it.

Artists, unless they are experienced in illustrating adver-
tisements, are inclined to put in frills and ornamentations
that usually have no place in advertising art. They are
prone to give the ornamental side of the work precedence
and make the advertising idea secondary; whereas, the
order should be reversed.

77. The ad-writer may safely adopt and hold to the fol-
lowing principles: Illustrations should be bold and clear —
not puzzles; there should be few details foreign to the adver-
tising idea; and the article advertised should be in the fore-
ground, where it will be seen. If the article can be illustrated
in use, it is advantageous to do so.

It is not advisable to give a good illustrator no liberty to
use his own ideas. Illustrators usually take a great deal
of pride in their work, and when a drawing is to be changed,
the ad-writer should be tactful in his criticisms and sug-
gestions, so as to command the illustrator's interest and
best effort.

To save unnecessary work and delay, it is better to have
the illustrator submit a preliminary sketch before making the
finished drawing. This sketch should be examined very

100

§29 ADVERTISEMENT ILLUSTRATION 101

carefully and all necessary changes should be made. Some
of the better class of illustrators charge for preliminary
drawings a fixed percentage of their prices for finished work,
thus protecting themselves against the dishonest client, who
might otherwise secure preliminary drawings free and then
take them to a cheaper illustrator.

78. Different Illustrators for Different Work.

Every illustrator is better qualified for some special kind of
work than he is for other kinds. A man may be expert in
the executing of machinery illustrations and yet be unable
to do acceptable human-figure work. Another may be at his
best in lettering and ornamentation. It is obvious that that
illustrator should be selected who is best qualified to do
the work that is to be done. The large illustrating and
engraving companies employ a number of illustrators, not
all of whom specialize on the same kind of work. Frequently,
several of the illustrators work on one drawing, one executing
the human-figure part; another, the lettering; and so on.

79. Cost of Preparing Drawings. — No definite scale
of prices for making drawings can be given. The cost of
such work depends largely on the ability and reputation
of the illustrator. A drawing that an illustrator in a small
city will execute for $10 may cost $20, $30, or even $50 if the
work is done by some well-known illustrator of one of the
larger cities. Wash drawings are more expensive, as a rule,
than line drawings. The human figure is an exceptionally
difficult subject, and drawings including such figures usually
cost more on that account.

It is cheaper to have a number of small drawings made on
one order. In this way, the cost of small, simple drawings
can be reduced to a few dollars each. The ad-writer is not
likely to get a good drawing of fair size, including one
human figure, for less than $10, and it is sometimes better
policy to pay much more and secure the service of a better
illustrator. ,

80. Use of Models in Making Illustrations. — In the

designing of special illustrations, models are often found to be

102 ADVERTISEMENT ILLUSTRATION §29

indispensable. If a large store, for instance, wishes to make a
feature of wedding dresses in its newspaper advertising, and
something better than a stock cut is wanted, the best way
to get such an illustration is to photograph a model wearing
one of the handsome dresses and to make either a coarse
half-tone from the photograph or a good line cut from a
drawing of the photograph. Models are needed more in
magazine and trade-paper advertising than in newspaper
retail advertising, because little or nothing is available
in the way of stock cuts suitable for magazine and trade-
paper advertisements.

Good models are scarce, and models that are exactly
suited to the advertiser's purpose are still rarer. It is not
easy to find persons that have the physical attributes and
posing ability necessary for photographic reproduction.
Most models are women of attractive face and figure. To
the average reader, the likeness of a pretty girl is very
attractive; but mere prettiness is not enough. The model
should appear bright, cultured, and neatly dressed, and
should be shown in the act of using the article advertised or
enjoying the results of its use, as shown in Fig. 92.

81. If it is desired to show the figure of a pleased
woman in a gas-range advertisement, she should be shown
using the range or examining it. Many advertisers content
themselves by using the portrait of a pretty girl in an adver-
tisement merely as an eye-catcher; however, if she is also
shown to be closely associated with the article advertised,
the illustration suggests to the reader that if the article
appeals to such an attractive and intelligent person, it must
have merit. This reasoning may not be logical; it is simply
an impression brought about by the association of ideas.
If the pretty model is not shown to be a user of the article
advertised, why should the reader be interested?

There should be a moving force in every advertisement —
a current of suggestions that leads the reader on from the
point where attention was first caught, through the various
stages of curiosity, interest, and conviction, to the action

Fig. 92

The half-tone in this advertisement is from a photograph of a real model that presumably
wears the R & G corset. The oval border compels attention, but is a little
too heavy to place so near a half-tone, which it causes to look gray

103

104 ADVERTISEMENT ILLUSTRATION §29

desired by the advertiser. It is undoubtedly a serious fault
if the illustration only attracts the reader's attention by its
prettiness and does not lead to a reading of the text.

Pictures of infants and young- children appeal to mothers
and are usually the best illustrations for advertisements of
baby food, children's clothing, etc. (See Fig. 93.)

Elderly men make good models for advertisements of
articles intended for practical, conservative men. Their age
and experience indorse the article.

82. Adoption of One Model. — When the advertiser is
fortunate enough to find a model exactly suited to his
requirements, he does well to arrange with that model to
pose exclusively for him. Professional models charge from
$5 to several times this amount for posing, and while they
understand the art of posing, there is the disadvantage that
they pose for many advertisers. There is a New York
model whose face and form appears in the advertisements
of a dozen different firms; this tends to lessen individuality.
It is less expensive and will give more individuality if i
attractive models are selected from private ranks. Mothers
are usually not averse to having pictures of their pretty
children in advertisements, and frequently the ad- writer can
prevail on some young woman acquaintance to pose. The
continuous use of the same model in varying poses is certain
to create a live interest in the minds of readers, who soon
begin to feel acquainted and are curious to see what the
next pose or printed message may be.

MAKING OF SIMPLE ILLUSTRATIONS

83. It is not expected that ad-writers shall be able to do
illustrating work. Advertising illustration is a broad field
in itself, in which many specialists are engaged. If the
ad-writer possesses some ability to draw and to letter, so
much the better for him; but unless he is an accomplished
illustrator, he will save time and expense* when a fine illus-
tration is wanted, by going at once to some competent artist,

This is a picture of MARIE FREDONIA ROBB, 219 Chestnut St.,
Philadelphia. She is a

Mellin's Food Girl

and like all MELLIN'S FOOD children is bright, happy

and well. MELLIN'S FOOD and good fresh milk make

a modification that is like mother's milk.

That is the reason so many babies thrive on MELLIN'S

FOOD.

WE WILL SEND YOU A SAMPLE OF MELLIN'S FOOD FREE
UPON REQUEST.

MELLIN'S FOOD COMPANY, BOSTON, MASSACHUSETTS.

full-paoe advertisers in the youth's companion.
Fig. 93

As this child is the picture of health, the advertisement would probably attract the atten-
tion of every mother of a weak, puny baby

105

2J7-19

106 ADVERTISEMENT ILLUSTRATION §29

for when an advertisement is to be inserted in a number of
publications that charge high advertising rates, the invest-
ment is too great to be endangered by a crude or inap-
propriate illustration. In such cases, it would be more
economical "to pay a specialist $10, $20, or even $50 or
$100 for a good drawing rather than try to get along with
a "home-made" one.

Fig. 94

Nevertheless, in retail work, if the ad-writer will give a
little attention to drawing and lettering and will equip him-
self wilh a few drawing instruments, a drawing board, some
India ink, and a supply of drawing paper, he will be able to
get up some simple illustrations himself.

§29 ADVERTISEMENT ILLUSTRATION 107

84. In Figs. 94, 95, 96, and 97 are shown reproductions
of drawings made by ad-writers that claim to have no ability

Fig. 95

as illustrators. All of these drawings are comparatively
easy to make. A bow-pen, for instance, is all that is required
to make a drawing from which to produce an effective border

Fig. 96

cut like that shown in Fig. 94, while a ruler and drawing pen
are all that are needed to make a cut like that shown in

108 , ADVERTISEMENT ILLUSTRATION §29

Fig. 96, it being composed merely of straight lines carefully
drawn. Figs. 95 and 97 require some freehand work, but if
a design of this kind is first laid on carefully with pencil and
then traced with ink, and all lines are made twice as long
and twice as heavy as they are to appear in the finished
illustration, the result will be a cut of fair quality.

After a line cut is made for the illustration shown in
Fig. 94, an electrotype with a metal base should be made,
and this should then be mortised square inside the circle, to
facilitate the setting of the type matter. In using a cut like
that shown in Fig. 97, the printer is expected to supply a
border at the bottom and the right, so as to complete the

Pm. 97

outline of the home savings-bank. It will be noticed in this
cut that only part of the coin is shown. It is illegal to make
an exact engraving of an entire coin. If it is desired to
show a coin in full, the lettering and design on the face must
be radically changed, so that the United States authorities
will not regard it as a reproduction of a coin.

85. The ability to make good drawings of simple objects
and to make suggestive sketches of more difficult subjects,
will often aid in securing ad-writing work, for it enables the
writer to prepare a layout that will make his ideas clear to
the advertiser. Many times a solicitor has been able to secure
a good order for his publication by being able to prepare the

§29 ADVERTISEMENT ILLUSTRATION 109

sketch of an effective design. Furthermore, the ability to
make sketches enables the ad-writer to present his ideas
more clearly to an illustrator. If a writer has a general
knowledge of drawing and lettering, he will be a better critic
of illustrations; but few ad-writers have this general knowl-
edge, and it is not always worth while to spend the time
necessary to acquire it.

MISCELLANEOUS REMARKS

86. Furnishing Cuts to Several Newspapers.
When an advertisement is to be run in several newspapers,
and there are no duplicate cuts on hand, it will be neces-
sary for one or more of the papers to make matrices or
await their turn for using the single cut. Some papers
object to making matrices of small illustrations, on account
of the extra labor it involves. In such a case the only thing
to do is to give the cut to one paper and instruct the other
to borrow it as soon as the first paper has finished using it.
Where one paper is published in the morning and the other
in the afternoon, this plan is practicable enough; but where
both are morning or both are evening papers and both go to
press about the same time, borrowing the cut will mean that
one will be delayed until the paper having the cut has
stereotyped the page containing it. Unless the papers are
printed from stereotypes, it will be necessary for each to
have a cut if the time of going to press is about the same.

87. The Filing of Cuts and Proofs of Cuts. — All

cuts should be brought back from the newspaper office
when the paper has finished using them and is not likely to
use them again soon. Newspaper offices, as a rule, have
limited facilities for storing cuts. The cuts should be filed
carefully in the advertiser's office, with the tops of the cuts up
and with blotting paper or pasteboard on top if other cuts
are to be placed on them. The best method of filing, how-
ever, is to put them in cabinets having drawers just deep
enough to hold type-high cuts. Unusual care must be taken
with half-tones, as they are easily scratched and spoiled.

110 ADVERTISEMENT ILLUSTRATION §29

Proofs of advertisements may be filed conveniently by
pasting them on the pages of a scrap-book. If there are a
great many of the proofs, a better plan is to use a drawer
of a cabinet 'designed for vertical filing, pasting the proofs
on sheets that will stand on edge in the file. Guides can be
used to separate the subjects, all proofs of shoe cuts being
filed behind a guide bearing the word Shoes, and so on. The
system may be carried out even further by marking on each
proof, or near it, the numbers of the compartment and
drawer in which the cut is kept. If, when the cut is sent
out, a slip, with proper data, is left in its place, the record
will always be complete.

88. Tendency of Illustrators to Draw All-Capital
Lines. — Unless otherwise instructed, illustrators will ordina-
rily draw display lines entirely in capital letters, it being
easier to make capitals than it is to make lower-case letters.
Occasionally, the all-capital line is legible enough and is
more artistic than the capital and lower-case line, but when
the ad-writer wishes the principal catch line of an advertise-
ment in capitals and lower-case letters, he should so instruct
the illustrator.

TECHNICAL- AND TRADE-PAPER
ADVERTISING

1. Technical-paper and trade-paper advertising,
while founded on the same principles as other advertising,
have such distinguishing features that a special study of
these branches is necessary to a full understanding of modern
advertising. These fields are distinct from the general field,
and the mediums used are all class mediums; but despite the
fact that the technical- or trade-paper advertiser deals with a
special class of readers that should be much easier to interest
than a body of general- readers, most technical and trade
advertising is poor.

Taken together, these two branches form one of the poor-
est large classes of advertising. It would seem when a
manufacturer has an article that appeals particularly to civil
engineers or to retail druggists that the opportunity to use
a publication reaching ten thousand civil engineers or ten
thousand retail druggists would be regarded by him as an
opportunity of great value, and that the space would be used
'with good judgment. But a great many manufacturers
appear to buy space in technical and trade publications as a
duty and to pay little attention to what is written to fill the
space or to the arrangement and display of the matter.
The illustrations and typography of technical- and trade-
paper advertisements do not, as a whole, begin to come up
to the standard set by the advertisements printed in the
general magazines. Not all technical and trade papers are

INTRODUCTION

COPYRIGHTED BY INTERNATIONAL TEXTBOOK COMPANY.

ALL RIGHTS RESERVED

§30

2

TECHNICAL- AND

30

alike in this particular, however; a few have very creditable
advertising pages.

The technical- and trade-paper fields offer great opportunity
for skilful advertising work, because so long as most of the
advertisements are poor or mediocre, the good advertise-
ments will stand out stronger by reason of the contrast.

2. Definition of Technical-Paper Advertising. — By
technical-paper advertising is meant the advertising
addressed to a special class of consumers — those with an
education or a training of some particular kind, and often
those with superior technical educations.

Examples of technical publications are Mines and Minerals,
which is read largely by mining engineers, mine owners, and
various others interested in mineral products and mining;
The Electrical World, which is read largely by electrical
engineers, electricians, electrical students, electrical manu-
facturers, etc.; The Engineering News, a publication that
covers the civil-engineering field broadly; The Engineer, a
publication devoted to the interests of operating engineers —
steam, marine, and electrical; The Medical World, a publi-
cation for physicians; Dental Cosmos, a publication devoted
to dentistry; The Photo American, a photographers' maga-
zine; and The American Carpenter and Builder, which is
devoted to the interests of those engaged in house building.
These papers are lacking in so-called popular matter, and
do not appeal to the general reading public.

3. Definition of Trade -Paper Advertising. — By
trade-paper advertising is meant advertising in publica-
tions that appeal to a certain ' 'trade." The word trade is
used here in its commercial sense and refers to dealers or
retailers in some special line. Therefore, a trade paper is
not one that is intended to reach the consumer, but one
that is devoted to the interests of jobbers, wholesalers, and
retailers — in most cases devoted almost exclusively to the
retail field.

Examples of trade papers are The Dry Goods Economist,
which is devoted to the interests of dry-goods merchants;

30 TRADE-PAPER ADVERTISING

3

The Boot and Shoe Recorder, which is devoted to the inter-
ests of those who sell boots and shoes; The Furniture Jour-
nal, a furniture retailers' magazine; The Bookseller, News-
dealer, and Stationer, which is devoted to the interests of
booksellers, newsdealers, and stationers; The Keystone,
which is devoted to the interests of retail jewelers; Ameri-
can Druggist and Pharmaceutal Record, a publication for
druggists and pharmacists.

4. Publications That Combine Technical and Trade
Features. — There are publications that partake of the
nature of both trade and technical publications. The Inland
Printer, for example, is primarily a technical magazine
devoted to the art of printing, but as printers are to some
extent retailers, in that they buy paper and resell it to their
customers, the magazine is to some extent a trade publica-
tion, and some paper manufacturers advertise in it in the
trade-advertising style.

ADVERTISING IN TECHNICAL PAPERS

COPY AND DISPLAY

5. Technical Nature of Copy. — In advertising to the
general public, great care must be exercised to see that
descriptions are not too technical; that is, that the terms and
arguments used are those which are commonly understood.
Technical-paper advertising is different in this respect. It
is directed to people that have been educated or trained along
certain lines and that are thoroughly familiar with the com-
mon technicalities of their work and the materials used.
Advertising of a very popular character would not appeal to
such persons; what they are interested in knowing is the
technical superiority of one article over others of its kind. A
furnace should be described to a heating engineer in a very
different way from that in which it would be described to a
house owner that is not a heating engineer.

4

TECHNICAL- AND

§30

Suppose, for example, that a manufacturer of printing
outfits desires to sell presses, type, etc. both to the general
public and to printers. His advertisement to the general
public would be directed to boys and young men and would
be in the style of the advertisement shown in Fig. 1. This
style of copy would appeal strongly to progressive boys and
young men, but it is not the style of copy that would be
required when the manufacturer wishes to sell large presses
and outfits to the printer. The printer understands all the
ordinary, points of printing work; what he wants is technical
information about the press or other printing equipment.
In Fig. 2 is shown the style of copy used in addressing
printers and publishers.

Printing is Profitable Work

It is also highly educational. No better
way for a boy or young: man to start
earning: money and learning: a useful
trade. Easy to learn. Our book "How
to Become a Successful Printer" makes
it possible to do real work in a few days.
There are opportunities in every town
for a progressive young: printer. Carl
Wilson, of Irving-ton, Va., writes: "Am
clearing: average of $10 a week with my
outfit." Outfits for printing- cards, letter-
heads, circulars, etc., from $8 to $40.
Outfits for small newspapers, $50 to $150.
Catalog-, g:iving interesting- particulars, free. Write today.

U. S. PRESS CO., DEPT. E, SCRANTON, PA.

Fig. 1

An example of how a printing: outfit is advertised to the
general public

6. The ad-writer should be on his guard, however, and
not make copy too technical, for not every reader of a
technical publication may have had the best training or the
chance to observe a great variety of the materials used in
his trade or profession, and may not understand extremely
technical descriptions. In any event, it should be the aim in
preparing copy, display, and illustrations to make the adver-
tisement easy to read and easy to understand.

7. Methods of Procuring Technical Data. — The

ad-writer that has not had a training that qualifies him to
prepare an advertisement of a technical nature must depend
largely on others— inventors, manufacturers, and salesmen —

THE COTTRELL

High Speed Two -Revolution Press

Specially designed for the exacting demands of three-
color printing where perfect register is absolutely
necessary. New features have been added for facilitat-
ing the production of the finest work.

The press is furnished with our patent Convertible Sheet
Delivery which can be set to deliver the sheets printed side up,
or it can be changed to the regular fly delivery in five minutes
time. The convertible delivery is operated by a variable speed
crank motion which dispenses with the fly spring, thus saving
the power required to compress the spring, at the same time
making the motion more simple and convenient.

C. B. COTTRELL C& SONS CO.

NEW YORK, N. Y. WESTERLY, R. I. CHICAGO, ILL.
U. S. A.

Representative in Mexico:

U. S. PAPER EXPORT ASSOCIATION Representative in Cuba:

Callejon espiritu santo 9 HOURCADE CREWS Y CA.
Mexico City Muralla 39, Havana

Fig. 2

Example of how a printing: press is advertised to the trade

5

6

TECHNICAL- AND

30

for his data, or else devote a great deal of study to the
article to be sold. Suppose, for instance, that an improved
transit is to be advertised in a magazine devoted to civil
engineering. In such a case, a popular description of the
instrument will not do. The advertisement must make clear
the various features of this transit, and no one but a person
that is familiar with transits in general and that is technically
qualified to study this particular transit exhaustively will be
able to point out its superior features. The writer should
have opportunity to examine the article, to see it work or to
use it, to talk with those who make it or sell it, and to study
the prospective customer and the medium in which the
advertisement is to be inserted.

The

Cushman Chuck Co.

HARTFORD, CONN., U. S. A.

Manufacturers of

Lathe and Drill Chucks

Catalog Free

Fig. 3

8. Standing-Card Style of Advertisement. — Much
technical advertising is of the standing-card style, which
is merely a statement of the advertiser's business, as shown
in Fig. 3. This kind of advertising is worth very little. A
buyer may occasionally go over a technical publication and
send for the catalogs of all manufacturers of a certain article
advertising in that publication, but the technical advertiser
that fails to give interesting details of his product loses a
great opportunity. He cannot expect readers to believe
that his product is better than that of other manufacturers
unless he tells them and shows them that it is; and the

30

TRADE-PAPER ADVERTISING

7

advertisement is the place for telling about some of the
superior features of the product and for illustrating them.

9. Examples of Technical Advertisements. — In
Fig. 4 is shown another example of poor technical adver-
tising;. This advertisement merely shows the compass and
informs the reader that the price is $22.50. No one but a
person educated to do surveying work is likely to buy a
surveying compass; and such a person will want more
information than the illustration affords. The price is
attractive, but is the compass strong? How can a well-built

Chamberlain (Sb Chalmers'

SURVEYING
COMPASS

Price, $22.50

Send for descriptive Circular and also Catalogs of
Drawing Instruments and Materials;
Fine Tools;

Practical books relating to Architecture and Building Trades;
Practical books relating to Civil Engineering;
Practical books relating to Electricity;

Practical books relating to Mechanical and Steam Engineering;
Practical books relating to Mining, Assaying, and Chemistry; to

CHAMBERLAIN (SL CHALMERS, Scranton, Pa.

Fig. 4

This advertisement does not give the details of the compass

compass be sold for such a price? Is the needle a 4-, a 5-,
or a 6-inch needle? Is the circle graduated to whole degrees,
half degrees, or quarter degrees? Has the instrument a
vernier? What reading does it give? These are questions
that a surveyor or a student of surveying is likely to wish
answered. A reader of the advertisement may send for a
catalog so as to get the desired information, but the chances
are that he will see the advertisement of some other manu-
facturer that describes a compass well and buy from that
manufacturer. The advertisement is the place to give the

Do you have to
stop the feed
on your Mill to
change speeds?

And do you also have to go
around to back, of Mill and shift
belt by hand— taking chances of
getting your hands cut by the
belt? Then you've machined
many a piece at slow speed that
could have been done in about
half the time at a higher speed,
rather than bother to change
the speed. Now haven't you?
Of course. We all have

Ever try the mechanical shifter on Bullard Mills? It's a pleasure to change
speeds with this. You simply move the levers, on operating side of machine,
and get any speed you want, the moment you want it. You don't even have to
stop the cut on a

BULLARD

The arms of this belt shifter are automatically locked at each step of cone;
and the yokes prevent belt from twisting or jumping off. It is a simple device,
with nothing to get out of order and trouble you, and it never fails to give just
the speed wanted.

Here are some other Bullard features that make your work easier and enable
you to do more of if Heads and slides, as well as crossrail, are operated by
power in all directions. Think what that means to you! If you forget and let
heads run together, there's no breakage — safety device prevents it. To get at
any part of work, put on the brake, and there you are — not necessary to try
several times before table can be stopped at desired point.

The operator is constantly in mind in designing Bullard Boring and Turning
Mills. Everything possible is done to lighten his labor on every size. And
there's a size for every requirement.

Our handsome new catalog No. 31 is free to you Ask for it.

Th.

531 BROAD ST.

BRIDGEPORT,
CONN.. U. S. A.

ullard

Machinelool Co.

Acests— Marshall & Husdian: Machin.
ery Co., Chicago, 111. The Motch * Merry,
weather Machinery Co., Cleveland, Ohio,
thus. G Smith Co.; Pittsburg. Pa. The C.
H. Wood Co., Syracuse. N. Y. Karron,
Rickard & McCone. San Francisco, Ca).
The Crane Companv, Birmingham, Ala.
Williams & Wilson. Montreal, P. Q. Chas.
Churchill & Co., Ltd.. London, E. C., Eng-
land. Fenwick, Freres & Co., Paris.
Heiorich Dreyer, Berlin, Germany.

Fig. 5

An unusually fine example of technical-paper advertising. In the original, the advertise-
ment was 11 inches deep

8

§30

TRADE-PAPER ADVERTISING

9

features of the instrument, and their omission makes the
advertisement shown in Fig, 4 very weak.

10. In Fig. 5 is shown an advertisement that is full of
interesting information. It tells just why the Rullard

A Bullard Automatic Wrench

Can be operated with the exertion of only half
the strength ordinarily required, because all the
power is converted into a turning force. The
Bullard principle of construction is the same as
the grip of the hand — a wringing, twisting strain,
not a crushing force. There is not an ounce of
power wasted and no abnormal strain on the parts.

The Bullard Grip is Automatic— The jaws adjust themselves to any
size of pipe without recourse to nuts or screws.

The Bullard Grip is Instantaneous— the jaws take hold as soon as
pressure is applied to the handle without the least slip or lost motion.

The Bullard Grip is Interchangeable— the jaws' can be shifted from
pipe to fittings or nuts and take hold equally well.

And the Bullard Automatic Wrench has a "grip" on public favor that is all
its own. Five sizes from o to 3-inch capacity

Let us send a Catalogue.

The Bullard Automatic Wrench Company, Inc.

PROVIDENCE, R. I., U. S. A.

Fig. fi

A finely illustrated technical-paper advertisement. The original
advertisement was 11 inches deep

boring and turning mills are superior to others; it does
not leave this vital information to the imagination of the
reader.

10

TECHNICAL- AND

30

In Fig. 6 is shown another example of good technical
advertising. White space in this instance is used more
freely than is necessary. There is plenty of space to extend
the argument that a wrench modeled on the shape of the
human hand is necessarily the best model, nature's plan
being the perfect one, etc. The illustration in this adver-
tisement is unusually good.

Fig. 7 also shows a fine example of a well-illustrated
technical advertisement. Here, the micrometer is taken

These are the Component Parts of a Slocomb
Micrometer

Best material, finest work-
manship, special design, and
when assembled they form the
best micrometer for general
use on the market.

The great point in a Slo-
comb Micrometer is the long
bearing between the screw and
the nut, and the peculiar
adjustment that permits this
bearing to be maintained under
all conditions. Pages 26 and
27 of our No. 1 1 Catalogue
fully illustrate this point and
we'd like to send you a copy.

Slocomb Micrometers are made in 13 sizes and 74 styles, and their staying
qualities, their accuracy and ability to stand rough usage would make them the
cheapest calipers for shop use even if they cost twice as much as they do

J. T. Slocomb Company, Providence, R. I.

Fig. 7

A technical-paper advertisement showing: how the various features of an instrument
can be shown apart from each other

apart, thus bringing out the features of its construction.
The long thread, which is the strong feature of this microm-
eter, is well demonstrated.

In Fig. 8 is shown how the interior workings of appara-
tus may be brought out by an illustration with a so-called
"X-ray" effect.

11. Good illustrations are very important in certain
classes of technical advertising, and the advertiser should

§30

TRADE-PAPER ADVERTISING

11

be free in the use of sectional drawings, illustrations of
parts, etc., where these will aid in making clear the selling
points of the product. Sometimes, the product is of such
nature that such illustrations cannot be used. Even then,

Real Success in
High Speed Drilling

won't come
through the use
of ordinary
chucks, because
real success de-
pends upon the
drills being held
so they cannot
possibly slip, yet
in such a man-
ner that they
are relieved of
all strain.

There is only
one chuck that
will do that, its
name is

PRATT.

Look at the
cut, note how
the drill is held.

PRATT CHUCK COMPANY

FranKfort, N. Y.

Seligr. Sonnenthal & Co.. Sole European Representatives, 85 Queen Victoria Street.
London, England.

Fig. 8

A technical illustration with an "X-ray" effect that shows
interior working's

however, the advertisement may be attractively illustrated,
as will be evident by observing the advertisement shown in
Fig. 9. This advertisement is more like advertising intended
for the general public in that it has a coupon to be filled out
and returned to the advertiser. The coupon feature is a

207—20

12

TECHNICAL- AND

§30

good one, but it is incorporated in very few technical
advertisements.

12. Conservatism in Technical Advertising. — While

there is never any excuse for inserting a technical advertise-
ment that fails to give the information that would interest
the reader, care must be taken in certain classes of tech-
nical advertising to be conservative. In fact, in all technical
advertising, there is more need for accurate, conservative
statements than in popular advertising, because technical
advertisements are read largely by men of experience or

Here's to the Health
Of the Boiler

Practically all boilers are un-
healthy—they need medicine —
something to remove and prevent
the accumulation of scale. You
can treat them with a "cure-all"

patent remedy that was concocted for some local condition and
may help — might harm — probably will have no effect, good or
bad, on your boiler. Or you can place the case in the hands of
experts. We are boiler doctors — giving each case individual
attention and treatment. And yet we
do it at less expense to you. Why?
Simply this. Every pound of our dry
concentrated chemicals contains
ounces of remedy. Ordinary boiler
compounds are about 75% water and
25% chemical reagents. You can buy
water cheaper than it can be shipped
to you, so we let you add it. One of
the mugs above illustrated is included in
every shipment. Send sample of scale
for free analysis and we will present you
with a useful inch and metric foot rule.

om oar boiler. You are to analyze it,

certificate of analysis free of charffe.

Number of boilers in use

Capacity of each boiler

Frequency of cleaning boilers

Frequency of opening the blow-off during working hour

River or other source of water supply

Boilers are used about

Fig. 9

education, who will be quick to detect bombast or untruthful
claims.

In advertising in dental and medical publications, regard
must be had for the ethics of the medical and dental profes-
sions. The best practitioners in these professions do not
favor advertising on the part of the profession, and while they
do not disapprove of manufacturers' advertising in the pub-
lications they receive, anything that has the patent-medicine
tone is viewed with contempt. Testimonials are sometimes
used, but advertisers in medical publications often omit

§30

TRADE-PAPER ADVERTISING

13

names when using- them, fearing that a name attached to a
testimonial will prejudice physicians against the article.
When doubtful as to whether or not an advertisement for
a medical publication will be thought unethical, it is a good
idea to get the opinions of several physicians.

13. Poor Display of Most Technical Advertise-
ments.— The displaying of a great deal of technical adver-
tising is left to publishers, and the result is that, as a rule,
there are not many well-displayed advertisements in tech-
nical publications.

A condition that contributes to poor display is that most
technical advertisers do not buy just the proper amount of
space for their advertisements, but contract for a page, a
half page, or a quarter page, and then undertake to fill the
space with a little matter. The result is usually an overdis-
play or a scattering display, unnecessary rule work, etc. The
remedy for poor display is to write the proper amount of
copy and to make layouts for all advertisements.

NEWS ITEMS AND INSTRUCTIVE ARTICLES

14. Manufacturers are generally neglectful of a most
important branch of advertising. Editors of technical publi-
cations are usually pleased to publish items of real interest
to their readers and articles that instruct operators how to
use apparatus, but it is rarely that the advertiser prepares
just the kind of items or instructive articles that an editor
wants. Ninety-nine advertisers out of a hundred seem to
think that the item of the "puff" style, full of compliments
to themselves and their products, is the only kind worth
getting into print. The result is that the editors are flooded
with copy and requests for "free reading notices," most of
which are such thinly veiled self-praising advertisements
that a conscientious editor hesitates to publish them, and the
reader feels that he has been tricked when he reads one.

It should not be inferred from these remarks that an adver-
tisement in reading-notice style is not effective. Such

14

TECHNICAL- AND

30

advertisements are effective; but they should not be mas-
queraded as news items, nor should they be made to take
the place of the real news item and the instructive article.
The reading-notice advertisement is a plain advertisement
set in the same style as reading- matter. The puff purports
to represent the view of the editor or some disinterested
writer, and is always filled with praise; however, it probably
deceives very few persons. The real news item contains
some interesting information and perhaps an illustration, and
tells the reader something without making him feel that he
is reading an advertisement.

15. Suppose, for example, that a bridge company is con-
structing abridge across a large river in some city. A well-
written article concerning the work and what it means to the
people of that community, illustrated by photographs, would
be welcomed by the Sunday papers of that city, and perhaps
by those of other cities if the bridge is an important construc-
tion. The article would make known the name of the com-
pany constructing the bridge, but it could be introduced in
such a way that no reader of the article would suspect that
the real object of the article was to give publicity to the
bridge company. Nevertheless, this publicity is of great
value. Often, if 'a newspaper or a magazine is furnished
with fine photographs and some details, a special writer will
be assigned to write an article.

The publicity that a great shipbuilding company like the
Cramps Company gets through the entertaining articles
published in newspapers and magazines is worth many
thousands of dollars.

As another illustration, suppose that a street-car manu-
facturing company devises an improved fender that will pick
up a man without injuring him while a street car is moving
at the rate of 10 miles an hour. Invitations to a test of the
fender would probably be accepted by all local newspapers,
and an account of the test would probably be accepted by any
technical publication giving attention to street-car matters.

In Fig. 10 is shown a reading notice about a monotype

§30

TRADE-PAPER ADVERTISING

15

contest. The .result of this contest is interesting- and would
be published by any printing- journal. At the same time it
affords good publicity for the manufacturers of the monotype.
If, however, this item contained a great deal of fulsome
praise about the monotype machine, the enterprise of its
manufacturers, etc., it would not produce so favorable an
effect on the mind of the reader.

Where machines are in general use, editors of technical
publications are usually pleased to receive good, instructive
articles explaining improved methods of operating, etc.
Either the monotype or the linotype could have a great deal
of matter of this kind published about them.

The winner of the October speed prize in the Monotype
contest was Wm. H. Ellis, of the Wynkoop-Hallenbeck-
Crawford plant of Lansing, Mich., whose average for the
month of August, from August 4 to 31, was between 90,000
and 100,000 ems per day. Other fast operators were
Henry Fauteck and J. O'Neill, both of the Commerical
& Financial Chronicle, of New York City. On a recent
piece of tabular matter, which was in the ordinary run of
office work, and which measured 37,758 ems according to
the established rules of measurement, the single machine
keyboard time amounted to one hour and forty-five min-
utes, both operators doing part of the job. The caster
man, James Pyle, turned out this same job in two and a
half hours. At this speed, the average product per hour
would be 21,576 ems for the keyboard operation per single
keyboard and 15,103 ems per hour for the caster work.
The job was set in 5-point.

Fig. 10

16. Information About New Devices and Methods.

The technical press welcomes information about new devices
and methods, and editors will sometimes go to a great deal
of trouble to get such information. Under such conditions,
it is an easy matter for the technical manufacturer to get
much valuable publicity. Note Fig. 11. At the time that
the Dr. Albert lead process of electrotyping was first talked
of in America, the various publications devoted to printing
were eager to secure details, and such an article as that
shown in Fig. 11 was one of extreme interest to the readers
of such publications.

The technical advertiser that has a department that looks
after this free but valuable kind of publicity, will find it more

Demonstration of Dr. Albert's New Lead
Process of Electrotyping

Charles Reverdys, an expert on matters pertaining to
electrotyping, and the personal assistant of Dr. E. Albert,
of Munich, is in New York City for the purpose of demon-
strating Dr. Albert's new lead molding process. He has
his headquarters at the factory of the F. Wesel Manu-
facturing Company, Brooklyn, which company has pur-
chased from Dr. Albert the rights to sell the process and
machinery in America.

This new method of procuring electrotypes from type or
cuts is very interesting to the student of printing and its
allied branches, as well as to the electrotyper. It differs
from the ordinary process in that the impression is taken
in a sheet of soft lead instead of the customary wax or
ozokerite, and its great advantages are cheapness, speed,
and the fact that the electros are absolutely the same as the
originals, even to the most delicate dots of the half-tone,
as well as hand-tooled cuts. Magazine publishers using
this latter class of engraving on large editions have been
compelled to duplicate their originals at great expense, as
the wax mold cannot be separated from the cut without
being roughed up and altered by the undercut work of
the engraver. In direct contrast to this, the Albert lead
mold does not crowd into the undercut work so as to
interfere with separating the mold from the original, and
the impression in the lead is therefore a true reverse of the
printing surface of the original. Any number of exact
duplicates may be made so absolutely faithful in all details
that the print from the electro shows no variation to the
expert eye. From three to eight shells can be made from
each mold.

The natural result of electrotyping in wax is to obtain a
slightly heavier face than the original. The lead mold
behaves in an entirely different manner from wax or
ozokerite. It, of course, requires more pressure per square
inch. The lead does not spread or squash into every
crevice as does the wax, but sinks easily over the face of
the letters and is easily depressed wherever there is an open
space in the form. The mold does not require cutting
down or building up, but can be immersed in the bath
immediately upon being taken from the press. Lead being
a good conductor, a shell can be deposited in one-third the
time required by a polished wax mold.

The lead molds cause no injury to type or etchings and
there is no waste or deterioration of material, as after the
shells are made they are utilized for backing metal. Cases
do not need warming. Molds do not have to be cut down,
built up, polished, or coated. Shells lie flatter on the pans
and require very little straightening or finishing after being
backed up. A great deal of routing is dispensed with, as,
in the operation of molding, the lead is forced sufficiently
into all open spaces.

By this description it will be seen that the Albert process
is the coming method for almost all kinds of electros. It
cuts down the time required very close to the stereotyping
process. In fact, in Germany, where the process is more
widely used, it is no uncommon thing for customers to wait
while their electros are being made.

Fig. 11

§30 TRADE-PAPER ADVERTISING 17

profitable than using a great deal of space in the regular
way at a cost of many hundreds of dollars. If there is no
one in the company's office that is capable of preparing such
articles, some good outside writer should be engaged to
come in occasionally and write some interesting "factory
story." There is in almost every factory some features that
afford material for articles that editors will be glad to use.
It is, in fact, a rare business that possesses nothing of real
interest to the public or to the users of its product, but only
occasionally can a writer be found that will prepare these
items or articles without incorporating puffs.

Suppose, for instance, that a company manufacturing tur-
bine engines were to prepare a series of articles that would
serve to familiarize engineers with the details of turbine
engines and the most efficient way of operating them.
These articles would be very valuable to a publication
devoted to the interests of steam engineers, and at the same
time the company would be able to get much publicity out
of them, particularly if the articles appeared as being written
by some one connected with the company.

ADVERTISING THE BUNDY STEAM TRAP

17. The following example of technical advertising will
help to make clear the procedure that should be followed in
all technical campaigns.

The Bundy steam trap is a contrivance of simple construc-
tion that is used extensively to feed boilers automatically;
to return condensation to boilers; to relieve steam mains,
heating coils, etc., and thus protect property; and to increase
the efficiency of steam-using apparatus.

There are many different steam traps in the market, but
the Bundy is unique in its principles and features. Its
features are as follows:

1. It is the action of gravity that causes the trap to
-"go" — hence its actuating power is constant.

2. All operating parts are on the outside, easy to reach
for repairs or adjustments.

is

TECHNICAL- AND

§30

3. The valve-controlling- mechanism is simple and easy
to adjust or remove.

4. This trap has a tilting motion, which tells at a glance
whether it is working- or not — vitally essential at all times,
but more so when the trap is packed away in an out-of-the-
way corner, difficult to reach or see.

5. It has no buckets, floats, expansion rods, packed joints
or any of the complicated contraptions with which steam
traps are usually afflicted.

6. Its efficiency size for size in pounds of water delivered
per hour under given conditions is greater than that of any
other steam trap made.

Technically, the term "return trap" means boiler feed-
apparatus; but there are several other very important duties
to which the Bundy return traps may be profitably applied,
namely, (a) as "lifting pumps," meaning to force liquids
from one locality to another, and against vertical or inclined
elevation, delivering into receiver, open heater, hotwell, or
to waste; (/?) as "extractors of water from vacuum," that is,
to take away condensation from pipes, or other apparatus,
between the engine and condenser; and {c) as "water
meters" to measure and reliably record the number of
pounds of water delivered from condensing coils or appara-
tus. Equipped with an automatic counter, there is no safer
or surer way to meter hot water.

In addition to these special applications, the return traps
will feed direct to the boilers water of condensation from
steam-condensing apparatus of any description, thus relieving
the heating surfaces of water, increasing their condensing
efficiency,- and feeding the boiler with water at a temperature
near the boiling point. These results combined effect a
decided reduction in coal consumption.

Setting and connecting Bundy traps is not an extremely
difficult matter. Traps are tested under high pressure and
are ready to be set when shipped.

18. These features are not readily understood by one
lacking a mechanical training unless, of course, the subject

§30

TRADE-PAPER ADVERTISING

19

of steam apparatus and steam traps is studied, but it may be
easily seen that a mechanical article useful in as many differ-
ent ways as the Bundy trap should enjoy a wide sale. Just
one of its uses — that of returning water to boilers — will be
considered here as an illustration of the advertising.

It costs money to heat water so as to make steam. Manu-
facturers and those responsible fo'r the production of steam
power and heat are glad to know how this cost can be
reduced. Every cubic foot of steam that is discharged from
an exhaust pipe into the open air means money lost, because
a Bundy trap can be attached to condense this steam and
automatically force this hot water back into the boiler.
Right here there is an important fact: All "new" water —
water that has not been converted into steam — has a certain
amount of scale-forming elements in it. The scale that
forms on the inside of a boiler interferes greatly with the
efficiency, and the problem of keeping boilers free from scale
is a continual one. But the hot water that is the product of
condensed^ steam has practically no scale-forming element.
The mineral elements that make scale do not pass into steam.
Therefore, the water that the Bundy trap returns has two
salient points in its favor: it is hot, and thus requires much
less coal to bring it to the steam-making point again than
does new cold water, and it forms no scale. The use of
Bundy traps on the waste pipes of a boiler means economy to
the owner of the plant, and economy is a powerful argument.

An apparatus of this kind is high-priced, and the manu-
facturer can afford to keep his product before the eyes of
the engineering world, so that when trap systems are needed,
the Bundy will be the first one thought of.

The manufacturers of the Bundy trap make many sizes
and styles of this device, and they publish a catalog that is
full of valuable information. This catalog is sent free to
those who are connected with steam plants or have charge
of steam mains, water conveyers, etc.

19. There are two classes of readers to whom the adver-
tising of the Bundy trap may appeal: owners and superin-

MeansWasfed Dollars

Every cubic foot of steam
that is discharged into the air
means that more new water,
with its scale-forming ele-
ments, must be fed to the
boiler and heated at addi-
tional expense.

Save this expense. In-
stal a Bundy Trap system to
condense the waste steam
and return the water to
your boilers hot and
free from scaling ele-
ments. It means plant
economy.

A Bundy Trap sys-
tem really costs nothing.
It saves enough to pay
for itself. You lose
money every year you do without it.

The Bundy Trap cannot fail to work properly, for it
works by gravity. The mechanism is strong and sim-
ple. Every trap is tested thoroughly before leaving our
factory.

All operating parts are on the outside, easy to repair
or adjust. The trap has a tilting motion, which tells
whether it is working or not — an important feature at all
times, but especially so when the trap is packed away
where it is difficult to see or reach.

No buckets, floats, expansion rods, packed joints,
or other complicated contraptions.

No other trap will, under equal conditions, deliver
so many pounds of water per hour.

Valuable Free Book

Let us send you our valuable copyrighted catalog
giving full information about the boiler-feeding qualities
of the Bundy Trap and its other useful, money-saving
services. It is a book worth dollars to any steam-plant
owner, engineer, or superintendent.

A. A. Griffing Iron Company

Dept. B, Jersey City, N. J.

Fig. 12

20

Easier
Work
For the
Engineer

A more efficient and economical steam plant and a pleased
boss are the net results of installing a Bundy Trap system.

The Bundy stops the waste of steam, condenses it, and
turns this water, hot and free from scale-forming- elements,
back to the boiler.

A Bundy Trap system really costs nothing-. It saves enough
to pay for itself. You lose money every year you do without it.

The Bundy Trap cannot fail. to work properly, for it works
by gravity. The mechanism is strong and simple. Every
trap is tested thoroughly before leaving our factory.

All operating parts are on the outside, easy to repair or
adjust. The trap has a tilting motion, which tells whether it is
working or not — an important feature at all times but especially
so when the trap is packed away where it is difficult to see or
reach.

No buckets, floats, expansion rods, packed joints, or other
complicated contraptions.

No other trap will, under equal conditions, deliver so
many pounds of water per hour.

Let us send you our valuable copyrighted catalog giving full
information about the boiler-feeding qualities of the Bundy Trap
and its other useful, money-saving services. It is a book worth
dollars to any steam-plant owner, engineer, or superintendent.

A. A. Griffing Iron Co.

Dept. C, Jersey City, N. J.

21

Fig. 13

22

TECHNICAL- AND

§30

tendents of steam plants, and operating engineers. The
first class will be interested largely, because of the economy
that the installation of the trap system makes possible; the
second class, because it facilitates the engineer's work —
makes better equipment. Therefore, while the selling points
may be much the same in appealing to each class, there
should be a little change in the argument. In Fig. 12 is
shown an advertisement that would be appropriate copy for
the first class, while that shown in Fig. 13 would be appro-
priate for the second class. These advertisements are not
necessarily the best that could be written for the Bundy trap,
but they suggest what may be done.

All engineering publications of good circulation that deal
with steam-power plants could be used advantageously in
appealing to factory owners, superintendents, constructing
engineers, etc. Such technical magazines as Power, Engi-
neering News, and Mines and Minerals should prove profit-
able, and such business publications as System, Factory, etc.,
which reach some factory executives, could also be used to
advantage. To reach the operating engineer, publications
like The Engineer and The International Steam Engineer
should be used.

ADVERTISING TO THE TRADE

ADVERTISEMENTS IN TRADE PAPERS

20. The first-class trade paper of good circulation pro-
vides manufacturers, sales agents, jobbers, and wholesalers
with" a direct and economical method of acquainting retailers
with goods and policies and of influencing retailers to buy.
Besides producing direct sales, it also paves the way for the
traveling salesman.

21. Importance of Retailer's Cooperation. — The

importance of the retailer's cooperation has already been
referred to. Advertising to the general public may be good,
but if it takes a long time to secure the cooperation of

§30

TRADE-PAPER ADVERTISING

2?,

retailers, or if a great many retailers are never interested,
the sales of the advertiser must necessarily suffer. It is
often the case that an advertiser spends months in collecting
facts, producing good illustrations, and writing up argu-
ments that impress the consumer, and then contents himself
with a brief circular or announcement to the trade reading
something like this: "Notice our advertising- in Collier's,
Woman's Home Companion, Everybody's Magazine, etc.
We are arousing the interest of millions of people. If you
are a progressive retailer, you should handle our line."

22. Advertising to the consumer is, of course, of para-
mount importance, for little can be done toward influencing
retailers to handle goods if there is no demand for the goods.
But the retailer should not be treated as an after considera-
tion. He should be regarded as a partner in the enterprise.
The advertiser should tell him the features about the product
and the facts about the campaign; should take him on the
inside of the business, as it were, and welcome his sugges-
tions and make suggestions that will help him. So much
advertising appears nowadays that a retailer cannot be
expected to be familiar with what one advertiser is doing
unless that advertiser makes special efforts to inform him.

Sometimes it pays an advertiser to select one retailer in a
city or in certain territory and to make that retailer the sole
agent there, referring to him all inquiries that come direct.
Of course, a retailer appreciates inquiries and orders that are
referred to him by the advertiser, for it makes him feel that
the advertiser is working in his (the retailer's) interests.

Sometimes, when an advertiser receives an order from a
town in which no retailer has been appointed, he will make
the sale, but he will also inform a retailer in that town that
the regular retailer's profit on that sale has been credited to
him and will be allowed as a credit on the first order given.

Some advertisers find it advantageous to ship a consign-
ment to responsible retailers, allowing them to pay at the
end of 60 or 90 days for sold goods, or to return unsold
goods in case the advertising is not effective.

Have You a

Bissell

Sweeper?

IF NOT, the loss is yours as
well as ours. You will never
know the real hardship and
drudgery of sweeping with a corn
broom until you possess a Bissell
sweeper of the latest pattern.
Just consider the waste of energy
and time, the injury to fine
carpets and rugs, in the use of
the corn broom, with its clouds
of dust and want of thorough-
ness, and contrast it with the
Bissell sweeper that operates
easily and silently, the rapidly
revolving brush penetrating the
carpet or rug, removing the fine
dust and grit that the corn broom
never gets, besides confining all
the dust.

For economy's sake alone, you
should have a Bissell sweeper, as
it will last longer than fifty corn
brooms.

For sale everywhere. Price $2.50,
$3.00, $3.25, $3.50. $3.75, $4.00, $4.50,
$5.00, $5.50.

The name Bissell' s marks the genuine.
Buy a Bissell "Cyco" Bearing Sweeper
now of your dealer, send us the purchase
slip within one week, and we will send
you FREE a fine quality card case with
no printing on it.

Send for free booklet.
Dept. 00, Bissell Carpet Sweeper Co.
Grand Rapids, Mich.
(Largest and Only Exclusive Carpet Sweeper
Makers in the World.)

Fig. 14

A Bissell advertisement designed to influ-
ence the housekeeper

§30

TRADE-PAPER ADVERTISING

25

It pays to deal courteously and liberally with the retailer,
to be quick to send duplicates in case some articles are
defective, to send new shipments when the original shipment
is delayed, etc.

The Bissell Sweeper
Sells Itself"

The above is the common expression of the trade,
and here are some of the reasons why "The Bissell sells
itself."

The Bissell sweeper of today represents thirty-one
years of development, thirty-one years concentration on
this one product by mechanics that have become veritable
artists in their line. A man might be a first class
mechanic in other lines and fail signally as a builder of
carpet sweepers. To become expert in the making of
carpet sweepeTS requires not only a high degree of
mechanical skill, but also years of experience. In
possessing a high degree of mechanical superiority and
supported by extensive advertising, it is easily under-
stood why "The Bissell Sweeper Sells Itself." The
Bissell is the only sweeper ever sold under a sound and
rigidly enforced policy of price maintenance that guaran-
tees to every dealer a good profit.

Write for our Fall Fair Offer.

BISSELL CARPET SWEEPER CO.

GRAND RAPIDS, MICH.

Mm

Branches:

NEW YORK IE.,1.

Fig. 15

A Bissell advertisement designed to influence retailers. Compare
with Fig-. 14. This advertisement was 10 inches
deep in the original

23. Difference Between Consumer Copy and
Trade-Paper Copy. — There is a marked difference between
the advertisement designed to appeal to the consumer and

I

2tf

TECHNICAL- AND

§30

the one designed to appeal to the retailer. While the retailer
may be interested in the features of an article, he is not
likely to be interested in the same way as. a consumer. His
business is that of selling, and the questions in his mind are

•J And no other razor sells as well, because the "Gillette" is —
The razor that Is most extensively advertised.
The razor tor which there Is the greatest demand.

The razor that satisfies your customer and speaks a good word for Itself.

C[ One of the chief aims of our advertising is to increase the sale in your store, and as

q We are doing everything in our power to increase the demand for the Gillette Safety Razor, and it is
the very best business policy for you as a progressive merchant to be in a position to increase your profits

Gillette Sales Company, 904 Times Bldg., New York City

Fit;. 16

A well-illustrated and well-written trade-paper advertisement. Reduced
from original size .of 9£ inches

these: Will the article sell well? Is there a real demand for
it? Is the profit a good one? Will the article give satisfac-
tion and make permanent customers? Will the advertiser
look out for my interests and support me properly?

§30

TRADE-PAPER ADVERTISING

27

In brief, the keynote of trade advertising- should be "profit
for the retailer." Before the retailer can be relied on as a
permanent part of the distributing* plan, he must be shown
that the article is so good and so well advertised that a

Every Woman in your City
wants what the

Red Cross Shoe

represents — absolute comfort in just the style she likes.

The Red Cross is a welt, of regular walk-
ing thickness, yet SO flexible it follows every move-
ment of the foot as a glove moves with the hand.

Sales of the Red Cross Shoe have in-
creased 10 per cent, every week for one hun-
dred consecutive weeks. Let your sales grow
with ours.

Krohrv, Fechheimer (Si Co.

563-S83 Dandridge Street, CINCINNATI

Fig. 17

W hile not strong typographically, this advertisement illustrates the shoes and
gives real information. Reduced from an original 10 inches deep

steady demand will exist, that there will be good profit in it,
and that it is to his interest to buy it and keep on buying it.

24. The difference between consumer copy and trade-
paper copy is well illustrated in Figs. 14 and 15. In Fig. 14

207-^21

28 TECHNICAL- AND §30

is shown an advertisement of the Bissell Carpet Sweeper
Company that appeared in the general magazines, and in
Fig. 15 is shown a reduction of a trade-paper advertisement
of this same concern.

5484— 5'A x 2

H AWES, VON GAL CO. Inc.
$ 3 Guaranteed Hats.

THe two illustrations shown on this page are taken
from our 1907-8 FALL and WINTER CATALOG.
The hats shown are the two which have found the
largest selling for the current season. Our catalog
makes a large showing of many hats which might
have found an even larger selling in your field. May
we send you the Catalog? Kindly send your request
to our New York Office, 1178 Broadway.

HAWES, VON GAL CO. Inc.,

Main Office and Factories, Danbury, Conn.
Chicago Office, 102 Madison St. Boston Office, 75 Summer St.

Fig. 18

A well-illustrated advertisement. It was about 11 inches deep in the
original

The advertisement of the Gillette safety razor, Fig. 16, is
also a good example of effective trade-paper copy. The
advertisement shown in Fig. 17, though it is not displayed

30

TRADE-PAPER ADVERTISING

29

well and does not show the best handling of white space,
gives the kind of information that a retailer wants.

25. Suggestions for Trade-Paper Advertisements.

Every article will have some special points that should be

CAPTIVATING CAPS-CAPTURE CASH/

2163 Boys' or Men's Fancy Cass.
Judge. Inside Fur Band.
$4.50 per dozen.

2162 Boys' or Men's Fancy Caaa.
Judge. Inside Fur Band.
$4.50 per dozen.

2167 Boys' Faocy Case. Judge.
Inside Fur Bjnd.
$4.50 per dozen.

2164 Boys' Fancy CasB. Jockey.-
Inside Fur Band. S4.S0. Men'a
$4.50 and $9.00 per dozen.

2144 Boys' or Men's Mellon
Batton-Top Golf.
$4.50 per dozen.

2608 Child's or Boys' Fancy
Cass. Jockey.
Inside Fnr Band.
$4.50 pet

Z624 Child's Fancy Corduroy.
Inside Felt Band. $2.25
Boys' Cass. $2.25 per dozen

2615 Child's Fancy Cass. Yacht.
Inside Felt Band.
$4.50 per dozen.

Write for the ■

HATALOGUE
ICopyrightedJ

Rothschild Bros. Hat Co.

SAINT LOUIS, U..S. A.

Largest Distributors of Hats in the World.

Fig. 19

brought out in trade-paper advertising, but the following are
some points and arguments frequently used in trade-paper
copy:

30

TECHNICAL- AND

§30

1. The new styles or models that the advertiser is pro-
ducing, their characteristic features, etc., as in the advertise-
ments illustrated in Figs. 18, 19, 20, 21, and 22.

2. New policies or new plans of the advertiser.

THE "CYRANO" DRESS TIE

842-846 BROADWAY NEW YORK

turning Drrsn Xrrkwrar
(Our £>|ifrialti! for ourr cuifiilu \h;in>

Fig. 20 •

3. Prices or discounts to the trade, as in the advertisement
shown in Fig. 23.

4. Special prices, special offers, job-lot bargains, etc.

5. The protection that the advertiser is giving the dealer,
as in the advertisements shown in Figs. 15 and 16. Some

m

0. 3271 No. 3274 No. 3274E

"ART FIBRE SILK"
LONDON CRAVATS

These exclusive goods are for high-class trade.
They have made as great a hit in the large cities

of America as they have in London and Paris.

The wide-awake haberdashers everywhere will feature "Art
Fibre Silk " London Cravats this Fall because the demand is
already assured, and those dealers wlio foresaw the trend of fancy of the more
discriminating dressers for novel and striking effects in neckwear are already
reaping the benefit of their prompt action.

We are willing that you should examine this line at our expense. Samples of the
fabrics are useless to convey an adequate idea of the made-up effect; therefore, upon
request, we will send you six dozen covering the complete assortment, with the full under-
standing that you may return them if you choose.

No. 3271. "London" crocheted (patented), in a wide selection, of solid and

mixed effects $ 4.50 per doz.

No. 3272. "London" crocheted, in a variety of exclusive shades.. 7.50 "

No. 3274. (Solid colors) " London " knitted 8.00 "

No. 3274. (Striped effects) " London " knitted 16.00 "

We invite comparisons as to quality and value with anything of the kind yet pro-
duced — imported or domestic.

BERNSTEIN, KAUFMAN & CO.

1017-21 Race Street Philadelphia
New York : 621 Broadwav. T. F. Si.oai

Flti. 21

32

TECHNICAL- AND

§30

advertisers go so far as to require every dealer to sign an
agreement to maintain the full retail prices. The advertiser
in this way protects the trade; that is, makes it certain that
each retailer will receive the full profit and not have to meet

The Power of Suggestion

The immense mail order business has been created entirely by the power
of suggestion. The originators of these concerns early realized that the people
would purchase more merchandise, and merchandise of greater variety, if the
desirability of the goods was brought to their attention. It is human nature to
desire the new and beautiful — especially if combined with comfort and durabil-
ity. Take advantage of this trait and increase your sales and profits by show-
ing a line of

Fibre Rush Furniture

Our July showing of this beautiful furniture will be larger than ever. Now
made in chairs — plain, rocker and Morris — in suites, in desks, in tables, in
screens, etc. Over four hundred different designs in all. There are proper
pieces for any room in the home from parlor to bedroom — all of the one color,
our "Fibre Rush" green — a soft, blended tone harmonizing with most home

decorations.

We invite you to visit bur sho
line of

.•room. We will show the most

Chairs and Rockers

All Kinds

Mission Chairs and Furniture

Dining Room Suites

Oak and Solid Mahogany
Co-Carts and Carriages

The Ford & Johnson Company

Chicago: 1433-1437 Wabash Avenue

Fig. 22

a cut price of some competitor selling the same goods. Such
advertisers refuse to supply dealers that violate the
agreements.

6. The advertising that the advertiser is doing. The
advertiser may give details in his trade-paper advertisement,

§30 TRADE-PAPER ADVERTISING 33

and he may follow the very sensible plan of reproducing one
of his best advertisements, as was done by the Mittineague
Paper Company in the advertisement shown in Fig. 24.
Sometimes a reduced reproduction of a number of adver-
tisements can be shown advantageously.

A Special Offering
LONG GLOVES

We offer for January, February and March 1908
delivery, the following numbers of long silk gloves.

The quality of this merchandise is standard in every way
and "we guarantee' there are none "better" at the prices quoted.

PRICE

7403 Black Lisle 12 button Mosquetaire - - $ 4.50

7404 White " 12 " " - - 4.50

7411 Black Taffeta 12 button Mosquetaire - - 6.00

7412 White " 12 " - - 6.00
7463 White Silk Double Tipped Fingers, 12 button Mosquetaire 9.00
7469 Black " " " " 12 " " 9.00
7473 White " " " " 16 " " 12.00
7479 Black " " " " 16 " " 12.00

7487 Black " " " " 16 " « 13.50

7488 White " u " " 16 " " 13.50
7483 White " " " " 16 " " 15.00

7489 Black '« " " "16 " '< 15.00

7493 White " " " " 16 "Mosquetaire Paris Points 16.50

7499 Black " " " " 16 " 16.50

Sizes 6, 7, 7&, 8. All 1-2 dozen to the Box.

Terms, 2% lO days. Spring dating. PRICE GUARANTEED
IMMEDIATE ORDERS ARE ADVISABLE

Carleton Dry Goods Co.

St. Louis, Mo.

Fig. 23

7. Publishing a convenient index of the jobbers that
handle the goods.

8. Acquainting retailers with factory conditions, so that
they may order early when a busy season seems likely.

This advertisement appeared in the
May issues of magazines with a total
circulation of 2,590,000 copies

A Distinguished Paper for Business Correspondence

STRATHMORE
PARCHMENT

UP in Mittineague there is a paper mill known to every printer and to
many advertisers as producing some of the best papers made. Business
men who know Strathmore cover papers may not know Strathmore
Bond papers— may never have seen a sheet of Strathmore Parchment, the fines!
bond paper made. These men, who demand simplicity, dignity and elegance in
their printing, are perhaps not insisting on these qualities in their correspondence
papers ; in other words, are not insisting on Strathmore Parchment. Strath-
more Parchment is the best. It is not the cheapest, but it is the best — all rag
stock, tough as leather and fine as silk.

YOUR printer, engraver or lithographer can ihow you the book of "Strathmore Quality" Writing
papers lor Business Correspondence. Besides Strathmore Parchment, there are others not so high
in price (104 different samples in all), showing a great range of colors and finishes. The size of the
6'A x9/i inches, bound in boards. If the man who has the say about buying paper for a
house will ask for this book on his firm's ftau'oneiy, he will receive a copy. It cofts us 75

cents. It is worth that much to us to convince you.

MITTINEAGUE PAPER COMPANY, Mittineacue. Mass, US. A.

"The Strathmore Quality"

WE are turning to your benefit the increased interest in the " Strathmore Quality " Papers that
this advertising will arouse, by asking business men to have you show them the sample book
of " Strathmore Quality " Commercial Writing Papers. If you have not already received
& set of our sample books (which shows also our "Strathmore Quality" Book and Cover Papers), or
sent in one of ourpost-cards'requesting one, write on your letter-head to-day, so that you may be ready
to answer your customers' questions. — These books will be sent to responsible employing Printers only.

Mittineague Paper Company

MITTINEAGUE, MASSACHUSETTS, U. S. A.

The "STRATHMORE QUALITY" Papers

Fig. 24

34

§30

TRADE-PAPER ADVERTISING

35

9. To inform retailers about good sales plans.

In the advertisement shown in Fig-. 18, it would have been
better to omit the firm name from- the top display lines and
made "$3 Guaranteed Hats" stronger.

" 1V ff*t -

For Young Men

For Boys

JUST the snappy garments you're
looking for.

Special features in boys.'
Special styles in young men's.

Write to us.

H. A. SEINSHEIMER & CO.

Pugh Building, - - - Cincinnati

Fig. 23

An example of poor trade-paper advertising-
There is nothing striking about the advertisement shown
in Fig. 19, but it illustrates the goods plainly and gives prices.
The headline shows too obvious an attempt at alliteration.
"Money-Making Caps" or "Big Profits in Caps" would have

36

TECHNICAL- AND

§30

been better. The reproduction is not quite half the depth
of the original.

The advertisement in Fig. 20 shows a very liberal use of
white space, but the page is good nevertheless. The con-
struction of the tie is shown plainly, and the whole adver-
tisement has a high-grade appearance. The reproduction is
not quite half the size of the original.

In Fig. 21 is shown an example of an unusually well-
illustrated advertisement. An illustration of this kind is
almost as good as showing the retailer the goods. The

The "VICTORIA" Cover

Patented September 10, 1907

The Corset Cover shown in the illustration serves the dou-
ble purpose of a- cover and a perfect bust form.

It will materially increase the sales of yout
underwear department and will find especial
favor with stou t women. It is dainty, light
and serviceable and gives the figure grace and
beauty.

$6.00 to $15.00 per dozen

Drawers, Skirts and Gowns

for Ladies and Misses.

D^awets from S2.25 to S12. 00 per dozen.
Children's and Misses' Skirts, Drawers and
Gowns in all materials and styles.
Write for samples of this profitable line.

Lavy & Hessberg

201 Wooster Street, New York

No. 5891.— $9.00 per doz.

headline in spaced-out capitals is - not good. Upper and
lower case without spacing would be more readable. This
advertisement is reduced to about one-half the original
size.

An advertisement that showrs furniture specialties as well
as the one in Fig. 22 does is sure to command the attention
of the furniture retailer. The typography of the advertise-
ment would be better if only one series of type were used,
or two harmonious styles. The original advertisement was
10 inches deep.

§30 TRADE-PAPER ADVERTISING 37

In Fig. 23 is shown an example of an advertisement that
gives the retailer prices. It is an effective style too seldom
seen. The retailer is as favorably inclined to special offer-
ings as the consumer. The type of this advertisement is
well suited to the goods described. The original advertise-
ment was 10! inches deep.

26. Advertisements That Fail to Inform. — A great
deal of trade-paper advertising possesses the very common
fault of all branches of advertising, namely, that of not

It is worth while
to Investigate
Beaded Tip
Shoe Laces,

But, before you start in don't lose sight of the fact
that the superior tip — the greatest thing of it's kind
ever invented — is not the only good point. The laces
themselves — made in all grades — are the best that hu-
man ingenuity can devise. Our big plant — enlarged
from time to time is turning out these shoe laces by the
million, because the laces, (and the cannot-come-off-
tips) are the best that the world knows. Sold by job-
bers— but if your jobber cannot supply you, write to us.

The United Lace and Braid
Manufacturing Company

430 Butler Exchange : Providence, Rhode Island

Fig. 27

giving the essential information. Note the advertisement
shown in Fig. 25. The word snappy is much overused and
has no definite meaning. "Snappy garments," therefore,
means nothing. The advertiser asserts that his clothing for
boys and young men has special features. These special
features should have been described in the advertisement.

Manufacturers sometimes deceive themselves into think-
ing that trade-paper advertising means merely to have their
names in the paper, and that retailers use the paper as a
directory and write for all catalogs that are offered when

3S

TECHNICAL- AND

§30

they need new goods. Such is not the case. The manufac-
turer's advertisements should give the retailer such infor-
mation as he would receive if he came to the manufacturer's
headquarters to buy.

"Louie the Shoeman"
talks

Talking about whether a shoeman can do things to push his sales of white canvas shoes, or
whether he*s got to dub along and take the trade as it comes — here's a letter I got this week frorij
a dealer up in Michigan. He says :

"Dear Louie" — says he— "here's a hot one I've been working this Summer. It's easy to carry
out and it GETS THE BUSINESS.

"About a month ago I had one of my clerks take a directory and make up a list of all my
women customers. Then I picked out all those who are dressy enough to wear white shoes, and
all those who ought to wear them. Then I had a public stenographer (I don't sport a typewriter,
mvself f run off a lot of form letters like this:

vhite .

- Jootwe

•>. They

greatly

Veav Madam : There is a shortage
in demand that the supply is inadequate.

I have just received a small shipment nf especially dainty and modish while canvas ties, and,
feeling sure you will wish a pair, and fearing that my supply of this particular style will soon he ex-
hausted, I ha ve taken the liberty of reserving from stock one pair of the exact size and width you wear-
If you wish them won't you kindly drop me a card or call to examine them within the next
couple of days ? I shall be very glad to reserve them for that time.

"Well— I had the names rilled in, and signed every letter by hand -myself— mailing about
forty or fifty letters a day under two-cent postage.

"This little Foxy Grandpa move of 'yours truly' will
explain why I've been firing in those orders to you for all
those White Duck Gibsons No. 2401, at SI. 50 and the No. 4<>70s
at SI. 00.

"You may have thought I was overstocking, but 1 wasn't—
I <was selling White Canvas Gibsons to two out of three women
on my mailing list. You ought to see 'em come in and take 'em

away ! "

This looks like a hot one to me, and if you try it (it's not too
late i and get short of good white goods, just remember little old
Louie is here right on the job— and that M. & R. can ship 'em
in a minute.

"LOUIE"
Care MORSE & ROGERS

New York City

Fig. 28

An unusual style of trade-paper advertising: written in the personal, trade-
langruagfe style. Reduced from 10i inches deep

27. Examples of Effective Trade-Paper Advertise-
ments.— In Fig. 26 is shown a small but effective adver-
tisement. It gives particulars and prices and illustrates the

§30 TRADE-PAPER ADVERTISING

39

Victoria corset cover. Compare the advertisement in Fig. 25
with that in Fig. 26 and see which is more likely to bring an
inquiry or an order from the retailer.

In Fig. 27 is shown another example of well-illustrated
copy. This example shows how description and illustration

THE HABERDASHER

kerchiefs arc rolled and run through an ornamental napkin
ring of white metal and placed in this manner in a deep
oblong box. Leather ring6 with clasp are likewise included as
a sort of premium. A pair of suspenders and a cravat of the
same weave and coloring arc boxed together and make a most
impressive appearance in displays. Handkerchiefs and cra-
vats of Japanese silk, matching in color, are offered in ten dif-
ferent shades. The round-tab wing collar is to be pushed by
the Trojans, and should be given a conspicuous place in every
merchant's stock. Indeed, whatever the line, there is, some-
where, something distinctive to be had if one will but seek it.

RECENTLY J. J. Riker & Company announced that
they would present to the retail trade an attractive line
of men's jewelry in connection with their cravats. It is ail
of foreign manufacture and in design and treatment quite
unlike anytliing shown heretofore. One of the jewelry sets is
pictured in Figure 1. This consists of cuff links, studs, and
waistcoat buttons of pearl with patent fasteners that are sim-
plicity itself in operation and of a durable type. These goods
are adaptable to both the medium and the high-class trade.

N

EW and commendable in tie construction is the article
pictured in Figure 2, made by Parker & Finn. In addi-
tion to a tab which prevents the tic from climbing on the col-
lar, this form has the band and ends so united that once- ad-
justed to the wearer's satisfaction it may be removed without
unknotting, a most important and appreciable advantage.

SIMPLE in construction and effective in operation is the
tie-retainer portrayed in Figure 3, the invention of Mr.
William A. Lord. The manner of using this device is readily
apparent from the illustration. The lower opening is of just
sufficient width to receive the shank of the collar button. One
end of the tie is passed through the broader part before knot-
ting, and the riding orsliding of the cravat is rendered im-
possible. The retainer is to be marketed in all finishes.

Fij. 3-Tie Rdaintr
Willitm A. Led

Fi|.5-"TI.«ScM4bw"
Morrii Vogel «< Biolliti

FIGURE i illustrates one of the new zodiac cravat pins,
shown by the J. M. Miller Company, and on which patents
are pending. There are twelve different designs, each reflect-'
ing the correct symbol and the true astral color for a distinct
month of the year. Many persons are partial in jewelry, to
the stone -of their birth month. This idea enables them to
include with the favored color the character for that period.

M

Fig. 6— Hudkcichidf
Wiluii Biothm

ORRIS VOGEL & BROTHER have incorporated in
their new lines of jewelry a design representative of
the scarabee, or Egyptian beetle, which is often mounted in
cravat pins after it hardens. There are both pins and links
in this treatment, and the color effects are reproduced with
marked fidelity. The pins are offered to the trade at $4.50
the dozen and upward. An illustration appears in Figure 5.

FIGURE 6 depicts a trio of French silk and lisle handker-
chiefs from the tables of Wilson Brothers. They have self
cords through the centre and self tape borders. The range of

of even such a thing as a shoe lace may make an attractive
advertisement.

In Fig. 28 is shown a specimen of the "Louie" talks that
have been running steadily in shoe-trade papers for years.

40

TECHNICAL- AND

§30

These advertisements are rendered characteristic by their
trade language. Their continuance implies that the adver-
tisers have found the advertising profitable.

THE SPRING LINE of the "TIFFANY" SHOES fw MEN

Fobs, Packard & Co., Making Great Strides in the Production of High Grade Shoe Styles
for Men

manufac-

> OSS, PACKARD & CO., of Boston, ai

ers of the Tiffany and the Foss shoes for men,
While these two lines have been on the market
but a few years, they have gone rapidly to the
l specialty proposition in men's foot-
, having merit of an unusual order,
[t is a matter of great satisfaction to the
company that the sales the past season were double that of the
season previous, and that the large increase of mail orders indicates
a steadily increasing demand for Tiffany and Foss shoes. For
next season, the Tiffany line will have the special attention of the
manufacturers and the salesmen, as this line of $3.50 and $4 shoes
Foss, Packard & Co. believe, will become one of the strongest
specialty lines of men's goods in the country, as time goes on.

The progress up to
this time has been ex-
leaving no-question but
that the merit of the
Tiffany shoe has been
widely recognized and
accepted as indicative
of the policy of the
company.

The Boot and Shoe
Recorder has had the
pleasure of i n s peering
the Tiffany line for
spring, and if it looks
as good to the trade as
it looks to us, Foss,
Packard & Co.'s fac-
tory should see no dull
days during the next
twelve months. The

number of oxfords in
styles that are right up
to the minute. There
are forty of them, and
reflect credit on both de-
signer and manufactur-
er. Brief descriptions Foss. Paclura * Co.. Boston
of a few styles will in-
dicate some of the good things in Tiffanies for next season.

No. 426 is a patent colt, two-button, buckle oxford. It is built
on the 108 last, with genuine oak soles, and can be duplicated
in Russia or dull leather.

No. 405 is a patent colt, two-6uckle, blucher oxford, built .over
the same 10S last, and is a swell shoe from toe to heel.

No. 404 is an all Russia calf, three buckle blucher oxford show-
ing gilt buckles, gilt oblong eyelets and a degree of workmanship
that is of the best This style is made on the 109 last, which
shows a straight, narrow toe effect to splendid advantage.

No. 375 is a Gun Metal, two-buckle blucher oxford, made on
the 108 last, a combination of neat appearance, very marked in
every detail.

No. 362 is a patent colt, side-lace oxford, on the 109 narrow
straight last, and is a very dressy shoe.

No. 370 is a Russia calf, blucher oxford, showing a gray Ro-
maine calf top, and is pinked and perforated according to the
latest metr 'itan demands of fashion. This style carries the 108

No. 412 >s a Spartan calf blucher oxford, with chocolate calf
top, insertion of very pleasing design and appearance.

Behind these styles is a long line of the newest .models in low
cuts, bals and bluchers— all Tiffanies, selling to the retail trade
for $2.50 and $2.75. Excellent values to retail for $3.50 and $4.

The Tiffany line is carried in stock in about 30 different styles.
This policy, inaugurated a year ago, has been of great value to the
retailer in sizing up depleted stocks. It also operates to put into
the hands of any retailer a' good stock of Tiffanies without waiting
for a line to be made especially to order. In this connection we
should speak of the new stock catalogue, which' is now being
mailed to alt customers, to reach them before the arrival of the
salesmen. This shows the Tiffany styles immediately available,
and further illustrates the styles of high cut shoes which have add-
ed so much to this line
of footwear.

The Tiffany sales-
men for fall are repre-
sented by the following
members of the staff:

John M. Trovers.
New England, N e w
York state and Canada.

S. J. Trimble, Penn-
sylvania and New Jer-

sey.

W. C. Holt. In-

Ohio and West Vir-

G. P Slack, Mis-
souri, Kansas and Ne-
braska.

A. M. Darling,
Michigan and part of
New York.

W. S. Putnam,
Wisconsin and Minne-

John W. Zinn, Chi-

F. C Mowry, Texas, Arkansas, Indian Territory, Oklahoma
and Louisiana.

Arthur C. House, New York city and Brooklyn.
V. Perrez, Cuba.

Louis E. Beekman, Brussels, Belgium.

combina-

How Tinfoil Is Made

Tinfoil, which is extensively used for wrapping tobacco,
tain food products and other articles of commerce, i
tion of lead with a thin coating of tin on each side.

It is made in the following manner: First, a tin pipe is made
of a thickness proportionate to its diameter; proportion not given.
This pipe is filled with molten lead and rolled or beaten to the
extremes thinness required. In tiis process, the tin coating
spreads simultaneously with the spreading of the lead core, and
continuously maintains a thin, even coating of tin on each side
of the centre sheet, of lead, even though it may be reduced to a
thickness of 0.001 inch or less.— Valve World.

Fig. 30

In Figs. 29 and 30 are shown two examples of advertise-
ments in the style of reading matter. They are effective and
are more "newsy" looking than most display advertisements.
This style is particularly well adapted to the advertising of
novelties or new styles.

§30

TRADE-PAPER ADVERTISING

41

OTHER METHODS OF ADVERTISING TO
THE TRADE

28. While the trade paper furnishes one effective way of
keeping- the retailers in touch with what the advertiser is
doing-, it is not the only medium at the advertiser's disposal.
Trade-paper advertising may be supplemented with catalogs,
booklets, mailing cards, etc. As was done by the adver-
tisers of the Gillette safety razor, a booklet may be made up
showing the full line of advertisements that are to be inserted
in newspapers and magazines. Such a booklet, if sent to
every dealer, will inform the trade of what is being done to
create a demand. The publication of a house organ, or
magazine, for the purpose of popularizing his goods among
retailers and assisting salesmen is also a good plan for the
manufacturer; or, he may issue a booklet on the most
approved way of retailing his particular line of goods. The
advertisers of the Waterman fountain pen have done this; the
cloth-bound book that they publish, entitled Waterman's
Ideal Salesmanship, is an excellent course of salesmanship
in fountain-pen selling.

Retailers can also be assisted by furnishing- them with
good ideas for window display, window cards, etc. Other
good schemes are to furnish retailers with free window cards
and free electrotypes for advertisements; also, prizes may
be offered for the best window displays, for the best sales
record, the best advertisement, etc.

29. Necessity of Studying the Trade. — No adver-
tiser or copy-writer can hope to do effective trade advertising
until the trade has been studied. It is almost impossible for
an ad-writer to deal intelligently with haberdashers until he
is familiar with the way haberdashers have of doing business,
with their needs and handicaps, etc. At first thought, for
instance, it would seem that the making of collars in quar-
ter sizes was a great business stroke, yet the truth is that
this new feature of collar manufacturing is a hardship for
many dealers, because they have to double their usual stock

42

TECHNICAL- AND

§30

and consequently have to invest twice as much money in
collars without any very great increase in sales. The
ad-writer dealing with the retailers of collars must under-
stand such conditions in order to know how to deal with
them intelligently.

The union principles of some trades must be studied in
order that the advertiser may not unknowingly prejudice the
unions against his goods.

If the advertiser has been a retailer, he will enjoy a dis-
tinct advantage. He can in any event keep in constant com-
munication with the trade, get information through traveling-
salesmen, etc., and thus be able to carry on a more intelligent
trade campaign.

ADVERTISING THE IDEAL PIGSKIN GARTER

30. The following outline of a campaign for a leather
garter will make the general plan of trade advertising clear:

Gerhart, McLean & Company, of Newark, New Jersey,
manufacturers of suspenders, garters, armlets, etc., begin
manufacturing a man's moisture-proof, pigskin-leather garter,
which is an attractive piece of merchandise and possesses
some noteworthy advantages over the elastic garter. The
leather, though soft and pliable, will last for years and will
outlast several pair of the elastic kind. The garters are cut
a little wider at the bottom so as to make them fit the legs
snugly, without any feeling of binding. They are cut in
rights and lefts, and are made in three sizes. A patented,
sliding glove clasp of nickel not only holds them on securely,
but allows adjustment to the slightest fraction of an inch.

There being no elastic in this garter, it cannot slip down
when the wearer is exercising — a common fault of the elastic
garter. They are sewed with heavy, waxed linen thread that
wears unusually well. These goods are put up in handsome
boxes, and are sold to the retailer at $4 a dozen, which
allows him a profit of about 50 per cent. As the dealer's
net profit on a 50-cent sale amounts to twice as much as on
a 25-cent sale, a sale of a pair of Ideal garters will mean
much more than a sale of the 25-cent elastic kind.

§30 TRADE-PAPER ADVERTISING 43

31* In Fig-. 31 is shown an advertisement for this adver-
tiser that would be appropriate for use in such magazines as
the Saturday Evening Post, Collier's Weekly, Munsey's,
System, and the World's Work.

In Fig-. 32 is showTn copy that would be appropriate for
the Dry Goods Economist, Men's Wear, and The Haber-

The Ideal
Pigskin
Garter

represents garter perfection. Cut
wider at bottom so as to fit per-
fectly without binding. No
stretching and slipping; indispen-
sable to athletes. No elastic to
grow weak. Leather soft and
pliable, yet moisture-proof. Sewed
with heavy, waxed linen thread.

Our patented nickel sliding
glove clasp holds firmly and per-
mits exact adjustment.

One pair of the Ideal will last

for years, will outwear several

pairs of ordinary garters. Made

in rights and lefts, three sizes.

At A 11 ?\Pij1PrQ or sent Postpaid
Al A1A Uvaitl O on receipt of price.

Gerhart, McLean & Co.

Newark, N. J.

Fig. 31

dasher. This advertisement is just a little smaller here
than it should be for a half page in Men's Wear.

Copy for these advertisements should of course be changed
from time to time.

32. To assist the trade in popularizing this new garter,
a papier-mache leg may be made up in full size with an

207—22

1

M
CS

.*!

u

|i

:h pi

a cs

a

£ B

S

i 11

«

;ans

s

§30

TRADE-PAPER ADVERTISING

45

Ideal garter on it, as shown in Fig-. 33. This will be a good
window-display feature. If displayed in a "window with an
opened box of the garters on each side, this demonstrator
will do much. to develop sales, because men, as a rule, are
influenced to make a large proportion of their purchases by
what they see in the windows of haberdashers.

Ideal
Pigskin Garter

Fits perfectly. Can't stretch and slip.
Fine for athletes. Moisture-proof.
Made in rights and lefts. 3 sizes.

50 CENTS A PAIR

It would pay the advertiser to circularize a select list of
retailers and send a free sample of his goods. Seeing the
goods themselves is worth many booklets without samples.
A strong letter accompanying the sample and enclosing an
order blank would result in orders that could be filled through
the retailer's jobber.

16

TECHNICAL- AND

§30

TECHNICAL- AND TBADE-PAPER
CONDITIONS

33. Not all technical and trade papers are of the same
value. Some technical papers, for example, pay as high
rates to the experts that contribute to their reading pages as
are paid by the general magazines of large circulation; and
the reports and editorial opinions of these journals command
the respect and attention of the industrial world. Such publi-
cations are necessarily of superior value to the advertiser,
and 5,000 of this kind of circulation may be worth 10,000 of
some other publication whose circulation was built up by

BEACH'S BROOKLYN BRIDGE HOFFMAN NEWARK - ROSEN DALE NORTON XXX

IROSENDALE lTc»TCE:S con-S^ CEMENT

E CONSOLIDATED ROSENDALE CEMENT COMPANY, 26 CORTLANDT STREET, NEW YORK

^fg^ "VULCANITE"

gQ^S)^^ THE LEADING CEMENT OF AMERICA
^K^^^^S^^^ Portland Cement Co.

jg|||LEHJ[GH
ilPcEMENT

RQSENDALE HYDRAULIC CEMENT

HIRAM SNYDER & CO., 229 Broadway, New York

Fig. 34

Representative specimens of the old style of copy

questionable methods. Some technical and trade publica-
tions, however, are of little value and obtain their advertising-
patronage by methods that resemble blackmailing-.

The value of the high-grade technical or trade paper is
due to the fact that there is no waste; and the advertiser
should remember that making a friend of one retailer is
usually worth as much as making a dozen customers among
consumers.

34. Determining tlie Value of a Publication. — A

truthful circulation statement will be of some assistance to
an advertiser in determining the value of a technical or trade

§30

TRADE-PAPER ADVERTISING

47

publication. The character of the paper itself will also throw
some light on the subject. Do the reading pages show an
honest effort to make the journal valuable to the reader, or
are they filled with cheap matter, contributions from imprac-
tical writers, and poor illustrations? Is the make-up attractive

C\f\QL WILL PASS A
VU JO 10,000 SIEVE

We are now grinding all cement so that
90 % will pass through a 10,000 mesh
sieve.

This increases its efficiency 25 % or more.
You can accomplish, without increased
cost, more work with a given quantity,
as the finer the cement the greater its
sand-carrying capacity.
Thus improved,

Louisville
Hydraulic Cement

meets the demand for a very finely
ground, reliable cement for brick, stone,
or concrete construction.
Nature is our chemist. Our product is
therefore uniform.

We should like to have you write us for
our illustrated pamphlets. They are
interesting to cement users.

Western Cement Co.

251 W. Main St., Louisville, Ky.

Fig. 35

The new and better copy that is replacing the "standing-card"
style of advertisement

or is the type merely "thrown together?" Are the advertise-
ments in the publication those of high-grade, aggressive
firms or those of firms that buy merely because the space is
cheap or because they are forced into it?

35. Decline of the "Puff."— The day of the "puff" is
declining. The self-praise that an advertiser bestows on

48

TECHNICAL- AND

§30

himself is interesting to no one but himself; the reader is
interested only in the "news" features and the illustrations.
When a publication on one page has a puff about Jones &
Company, praising their goods and policies to the skies,
and on the next page has a few more paragraphs making
the same extravagant claims for Smith & Company, the con-
fidence of the reader in regard to the integrity of the publi-

Advertising Rates
Dry Goods Economist

Single Insertions

One-eighth page . .$20.00 One-half page $ 65.00

One-quarter page. . 37.50 One page 110.00

Irregular Advertising

Gross amounts of space to be used within one year in half,
quarter or eighth pages at the pleasure of the advertiser:

2 halves, 4 quarters, or 8 eighths $125

(Additional space up to 4 pages at this rate)

4 pages, 8 halves. 16 quarters, or 32 eighths $400

(Additional space up to 8 pages at $100 per page)

8 pages, 16 halves, or 32 quarters $760

(Additional space up to 13 pages at $95 per page)
13 pages, 26 halves, or 52 quarters . .' .$1,170

(This is the minimum rate. All additional space at $90 a page)

Rate for the Fashion Numbers

For the annual Spring and Fall Fashion Numbers, 25 per
cent, extra to advertisers not under contract.

Published Weekly New York, N. V.

Fig. 36

cation will be shaken. In fact, the aggressive advertiser can
well afford to leave off his list the publication that abounds
in puffs.

36. Causes of Poor Advertising. — The really meri-
torious technical and trade papers have had such claims on
advertisers that they have been able to secure advertising

patronage much more easily than general publications. But

30 TRADE-PAPER ADVERTISING 49

they do not, as a rule, compare favorably with the best news-
papers and magazines in the assistance that is given the
advertiser to get the worth of the money he spends for
space.

A large number of trade papers refuse to give commissions
to advertising agents. They take the ground that they will

THE

Dental Cosmos

A MONTHLY RECORD OF DENTAL SCIENCE

PUBLISHED BY

The S. S. White Dental Manufacturing Co.

PHILADELPHIA, PA.

Schedule of Advertising Rates

Advertisements pertaining strictly to Dentistry (and no others
will be admitted) published at the following rates, payable

ALWAYS IN ADVANCE:

One Page each insertion, $50

Half Page ..each insertion, 25

Quarter Page each insertion, 15

Eighth Page each insertion, 10

The above rates are strictly net regardless of space or length
of contract.

The DENTAL COSMOS does not allow commission on adver-
tisements, does not exchange space with other publications, nor
does it guarantee position.

. The publisher reserves the right to reject any advertisement
that may be regarded as injurious, misleading, or objectionable
to dentists.

Advertising forms close promptly on the 15th of each month.

Fig. 37

get the business anyhow, that the agent does not help to
create the business, that they have always been paid the full
rate, and that they will not give 10 or 15 per cent, to the
agent even if it does sometimes mean better advertising for
the buyers of their space.

50

TECHNICAL- AND

§30

It maybe said in behalf of this attitude that a number
of the more progressive technical and trade papers have
departments for assisting advertisers to use properly the
space that they purchase, some papers going so far as to
provide assistance in preparing illustrations. This service
is doing something toward the abolishing of the "standing-
card" style of advertisement and toward more skilful adver-

Mines and Minerals

MONTHLY CIRCULATION, 11,000 COPIES

Copy for new matter in advertisements or orders for discon-
tinuance must reach the Publishing Office at Scranton, Pa., by
the tenth of the month preceding date of issue in which change
is wanted, or from which advertisement is to be dropped.

Advertising Rates

SPACE

ONE TIME
(Single Insertion)

RATE
PER YEAR

One Page

$60

$650

* Page

34

367

i Page

18

194

1 Page

10 *

100

^ Page

6

60

The privilege of changing matter in advertisements from issue
to issue and of varying amount of space used (payable accord-
ing to rate schedule) is accorded the advertiser.

Advertising bills payable quarterly, unless advertiser prefers
monthly settlements.

Fig. 38

rising generally. Advertisements like those shown in Fig0 34
are being replaced by copy like that shown in Fig. 35.

37. A great many technical- and trade-paper advertisers
try to make catalog cuts answer for their advertisements,
and the result is often disappointing. The use of special
cuts and talks by the writer of the copy . with the traveling
salesmen of the firm, so as to get acquainted with conditions

§30

TRADE-PAPER ADVERTISING

51

among buyers and with effective ways of meeting conditions,
will result in greatly improved copy.

The fear of divulging trade secrets undoubtedly keeps
some advertisers from exploiting the features of their prod-
ucts, particularly the new ones. But the copying of designs

POWER

SOS PEARL ST. NEW YORK, No Y.

Advertising Rates

1 Month

3 Months

6 Months

Year

re page

$ 20

$ 40

$ 70

$ 125

1 page

30

70

125

225

\ page

50

125

225

400

i page

100

225

400

700

1 page

150

400

700

1,200

2 pages

250

700

1,200

2,000

Situations wanted 25c a line. All other line advertisements
under Special Notices 50c a line.

Front cover $250, inside front cover $150, back cover $150 an
issue. First page after reading matter and any other special
position 25 per cent, above card rates.

We do not sell any sized spaces other than those enumerated.

The size of the page is 9 in. X 12 in., type space 7 in. X 10 in.

Whenever possible, the advertisements are classified.

POWER gives no discounts or rebates. Strictly one price to all.

POWER does not pay commissions to advertising agents and
will not accept business from them. All contracts must be
signed by the advertiser.

Average Monthly Circulation during 1906, 24,508 each issue.

Fig. 39

will have to be fought anyhow, and it is better to advertise
strongly and early, so as to be the first in the field and be
able to fight off the dishonest copier or substitutes

38. Technical- and Trade-Paper Rates. — The rates
of technical and trade papers are high when compared with
those of general publications of equal circulation, but the

52

TRADE-PAPER ADVERTISING

§30

rates of most technical publications are reasonable when the
special class of the circulation is considered.

39. Specimen Rate Cards. — The rate cards shown in
Figs. 36, 37, 38, and 39 afford illustrations of rates and rules
of trade and technical publications.

STREET-CAR ADVERTISING

GENERAL INFORMATION

INTRODUCTION

1. Only within the last few years has the street car been
accorded its proper place as an advertising medium. For a
long time, street-car advertising was regarded by most
large advertisers as being merely supplemental — a reinforce-
ment of newspaper and magazine campaigns. It was only
here and there that the large advertiser thought seriously of
using street cars, and then only when part of his appropria-
tion remained after having put on his list all the newspapers
or magazines that he desired to use.

Numerous experiences during late years have shown that,
in addition to being a useful ally in newspaper and magazine
campaigns, the street car is strong enough as an advertising
medium to stand alone. It has also been shown that some
firms can do effective advertising more economically by the
use of street cars than they can by the use of any other
medium. An illustration is found in the building up of a
canned-soup business of national extent, no medium except
the street car being used. Only in late years have magazines
been used by this advertiser.

It is difficult to make a fair comparison of the street car
with the newspaper or the magazine. Each of these mediums
has distinguishing features, and the street car is so different
from the others that it should be considered separately. The
growing importance of the medium warrants special attention.

Copyrighted by International Textbook Company. Entered at Stationers' Hall, London

2 31 >;K

2

STREET-CAR ADVERTISING

§31

POINTS IN FAVOR OF STREET-CAR ADVERTISING

2. There are many points in connection with street-car
advertising that argue strongly in its favor. In the first
place, no advertiser has any great advantage. Each one,
with the exception of those who have the space at the ends
of the cars, at the sides of the doors or above them, and the
occasional double-card advertiser, has an equal chance for
display; that is, each has the same kind of position and the
same amount of space. Furthermore, the double-card space,
being considered less valuable than two separate cards (one
on each side of the car), is being abolished by the sellers
of street-car space. Thus, the small advertiser is not
"blanketed" by large advertisements as he often is in the
magazines and usually is in the newspapers. Though he
may have only a thousand dollars to spend in advertising,
or even a hundred dollars, he has, in the territory where he
advertises, an opportunity equal to that of the advertiser with
a yearly appropriation of several hundred thousand dollars.

3. Another strong point in favor of the street car as a
medium is that little or no objectionable advertising is
accepted by those who sell the space. Therefore, the
advertiser using space in the cars need not fear that his
advertisements will be placed with those of a fraudulent or
questionable nature.

Colors may also be used freely in the advertisements, the
only additional cost being that incurred in printing the
cards — which, as shown by Art. 25 of this Section, is not
an enormous additional expense.

4. The minds of persons when riding in street cars are
usually in a receptive mood. A large portion of such per-
sons have nothing to occupy their attention during the time
they are riding, unless of course they have reading matter
with them or are riding on a line where the scenery is
unfamiliar. Even the newspaper readers do not ordinarily
read continuously during an entire journey, as the conditions
of light, etc. are not always favorable for this purpose.

§31 STREET-CAR ADVERTISING

3

Thus, in searching for something- on which to fix their atten-
tion, the eyes of passengers naturally turn toward the car
cards. Very few persons that ride regularly miss seeing
the cards of a thorough street-car campaign, and without
doubt the mind of the average passenger is, for adver-
tising purposes, in as open and impressionable a condition
as it could be. The promoters of street-car space emphasize
the value of these "idle-moment" opportunities.

5. Street-car cards are before people daily, and if these
cards contain good advertisements, they must in time make
their impression.

6. Another valuable point in favor of street-car adverti-
sing is that it reaches the masses. Sometimes, it is very
important for an advertiser to reach a certain class of people
exclusively, but if the article to be sold is one that appeals
to the general consumer, there is no advantage in using a
class medium. Magazines, as a rule, attract certain classes.
In towns where there are several newspapers, the circulation
of each is usually made up largely of the readers of one
political party, or one paper reaches the higher class of readers
and another the middle class. Even if all the newspapers of
a city are about of the same grade, each will have its own
particular class of readers, and to cover the territory thor-
oughly, all or at least half of them may have to be used. On
the other hand, it is safe to claim that fully 90 per cent, of the
adults of a community ride on the street cars. This means,
therefore, that street-car advertising reaches the masses —
those who are regular readers of magazines and newspapers
and those who are not.

7. The street car as a medium is extremely local in its
influence. In fact, it is more local in its influence than even
the newspaper, and because of this it becomes a particularly
valuable medium where the desire is to concentrate the effect
of the advertising. As an illustration, let it be supposed
that a firm desires to introduce a new soap into the city of
Philadelphia. In such a case it would be necessary to inter-
est retailers and to induce them to carry a stock of the soap.

4

STREET-CAR ADVERTISING §31

It is certain that the people of Philadelphia would be made
to realize more quickly that the soap is on sale in local
stores by seeing the street-car advertising: than if they had
to look for the advertisements in the general magazines, for
an advertisement might occupy a page in a dozen different
magazines and still not cover the city. Not all grocers are
magazine readers, and where their cooperation is necessary,
it is evident that either newspaper or street-car advertising
will bring the campaign to their attention sooner than will
magazine publicity.

NUMBER OF PASSENGERS CARRIED BY
STREET CARS

8. Statistics obtained from a central office of several
street-railway advertising companies show that on an aver-
age— city, suburban, and interurban — the total number of
passengers carried by the cars in one day equals 58 per cent,
of the population of the areas served. This statement should
not be construed as meaning that 58 per cent, of the popu-
lation uses the cars every day, for there is repetition, one
person taking daily anywhere from one to six rides, and in
some cases even more.

In the city of Washington, where the number of visitors
is very large, the total number of passengers carried in a
day, including transfers, equals 104 per cent, of the popu-
lation. In San Francisco, and in other cities where there
are many steep hills, the daily total of street-car passengers
in proportion to the population is also much above the aver-
age. In cities of small population, where the residential
sections are within easy walking distance of the business
center, the number of riders per thousand population would,
of course, be very much smaller than it is in New York,
Chicago, and other cities, where nearly every one rides to
and from work.

Visitors and the thousands of persons that the cars bring
in from the suburban towns are great factors in making the
average daily traffic equal to so large a percentage of a city's
population.

§31

STREET-CAR ADVERTISING

5

9. A statistical computation covering a number of car-
served communities has been made that yields some inter-
esting figures. In getting at these figures, first, all persons
under 10 years of age were excluded from the population.
Then 10 per cent, was deducted from the remainder, to allow
for invalids and a few well-to-do persons that ride altogether
in carriages, automobiles, etc. The total passenger traffic
of the communities for 1 month was then divided by the
figures representing 90 per cent, of the adult population.
The result of this computation shows that each individual
takes 35 rides a month. Multiplying 35 by 3.6, which repre-
sents the number of individuals 10 years of age and" over
per family, throughout the United States, according to the
1900 census, gives 126 car rides per family per month, or
more than 1,500 per family per year. This average is
exceeded in some cities; in others the average 1,500 rides
a year is too high, while in the interurban areas the actual
count is, of course, considerably under 1,500 rides per family
per year. But it must be borne in mind that in interurban
areas the distances are greater and therefore afford some-
what greater advertising value.

10. A compilation of the latest ascertainable population
and of the traffic of the various street-railway lines covering
Baltimore, Milwaukee, Washington, Buffalo, and the suburbs
of these four cities, also including Niagara Falls and Batavia,
Newark, Jersey City, Paterson, Hoboken, Elizabeth, Trenton,
one hundred other cities, towns, and villages in Northern and
Eastern New Jersey, and the five boroughs constituting
Greater New York, shows that a total of 6,740,714 rides are
registered per day. The total population of this area is
7,494,623. This means that the total number of passengers
carried in a day, including transfers, equals in these com-
munities about 90 per cent, of the population, and amounts
to 27 rides per capita per month, 127 rides per family per
month, or 1,524 ride" per family per year.

These broad areas are representative of populous com-
munities, and this computation more than sustains the state-

8

STREET-CAR ADVERTISING

§31

ment that on an average the total daily traffic equals 58 per
cent, of the population of the car-served area. A general
average should not, however, be taken as a guide where
local advertising is to be placed. In such a case, careful
inquiry should be made so as to determine accurately what
the daily traffic of the car-served community is.

11. Average Number of Passengers Carried Daily
by Each Car. — The average number of passengers carried
by a street car in a day is shown by statistics to be about 550.
This, also, will vary according as residential sections are far
removed from business sections and as the street railway is
ample or inadequate to the needs of the car-riding public.

As the number of cars in a given community is constantly
increasing, no statistics as to the number of cars operated
could be given that would be reliable for more than a week
after being published.

A central street-car advertising office issued the following
statement to its agents on May 1, 1907:

Total number of cars listed 26,212

Total number of passengers carried per

LOCATION FOR STREET-CAR ADVERTISEMENTS

12. Experiments have shown that there is little, if any,
difference between the number of cards within the range of
a passenger's eye when he is on a seat that runs lengthwise
in a car and when he is on one that runs crosswise In each
case there are from six to twelve cards within the range of
the eye, except when the passenger happens to be standing
or to be seated at the extreme end of a car in which the
seats run lengthwise. In such cases, the number of cards
visible, so long as he maintains one position, is reduced
about one-half. Those cards visible to him, however, are of

day on all cars

14,501,860

Number of passengers per car per day,
averaged for all lines, city, suburban,
and interurban

553

§31 STREET-CAR ADVERTISING

7

superior effect owing to their nearness. The best locations in
a car with seats running crosswise are the spaces at the ends,
though their mean distance from the center of the car, which
might be called the mean position of a habitual rider in a car
with seats that run crosswise, is greater than the average of
the cards in the side racks, and it is necessary, in using end
spaces, to condense the copy and construct the advertisement
in bolder form.

13. What counts, of course, is not how many people ride
on the cars, but how many see the advertisements and are
influenced by them. Where cars are so crowded that a num-
ber of passengers cannot get inside, the advertiser will lose
his chance to get the attention of many. Just what propor-
tion of the people that ride on the cars see the cards and how
many of the cards each rider sees in the course of a month,
is a question that may never be answered satisfactorily.
That question is just as hard to solve as it is to determine
what proportion of the readers of a magazine see a page
advertisement inserted in company with a hundred or more
other advertisements, or how many readers will see an adver-
tisement of moderate size in a newspaper of 16, 24, or 32 pages,
to say nothing of a Sunday paper of 64 pages. In fact, the
only conclusive way of determining the attention that is
given to any kind of advertising is to keep careful account
of the results obtained.

ADVERTISERS THAT MAY USE CARS PROFITABLY

14. The class of advertisers that may use street cars
with success can be determined in a general way by the
study of a list of advertisers that have advertised persistently
in street cars, and whose persistency would indicate satisfac-
tory results.

It would be difficult to make up a comprehensive list,
showing just what may be advertised profitably in street
cars and what may not. The success of any advertising
campaign depends as much on the plan, the copy for the
advertisements, and other details, as on the medium used.
207—23

8

STREET-CAR ADVERTISING

31

15. National Advertisers. — There are many well-
known national, or general, advertisers, that have used
or are using street cars, and the range of articles offered for
sale is wide. Among these advertisers are Scott & Bowne
(Scott's Emulsion); Washburn-Crosby Company (flour);
National Biscuit Company (Uneeda Biscuit, ginger wafers,
oyster crackers, etc.); Joseph Campbell Soup Company
(soups); American Cereal Company (Quaker Oats); the
Andrew Jergens Company (Woodbury's Facial Soap); the
Egg-O-See Cereal Company; N. K. Fairbank Company
(Gold-dust washing powder); the Coca-Cola Company;
Cluett, Peabody & Company (collars, shirts, etc.); Walter
M. Lowney (bonbons and cocoa); John Lucas & Company
(paints); Enoch Morgan & Sons (Sapolio); H. J. Heinz
Company (pickles, etc.); The National Food Company
(Shredded Wheat); Mennen & Company (Mennen's Talcum
Powder); Proctor & Gamble (Ivory Soap); Chase& Sanborn
(coffees and teas); Glidden Varnish Company (Jap-a-lac);
and many others.

16. Local Advertisers. — Among the local adver-
tisers that have used street cars persistently are banks,
trust companies, coal, wood, and lumber dealers, druggists,
carriage and harness dealers, laundries, opticians, furniture
stores, leather-goods stores, piano and organ stores, men's
furnishing stores, business schools, restaurants, art stores,
sporting-goods stores, life-insurance agents, real-estate
dealers, excursion promoters, gas companies, ice companies,
hardware stores, plumbers, loan associations, book and sta-
tionery stores, tobacco stores, dyers and cleaners, dairies,
shoe stores, clothing stores, and others.

17. Weakness of Street-Car Advertising in Former
Years. — In former years, much of the street-car copy was
weak. Street-car advertising being regarded as supple-
mental to other forms, the cards, instead of giving informa-
tion, were usually mere reminding advertisements. The
name of the article, or the name of the advertiser and the
article, and a catch phrase usually constituted the copy. The

§31 STREET-CAR ADVERTISING

9

opportunity to give interesting information and substantial
argument in favor of the product was overlooked by most
users of street-car space. Cards were left standing for
months without change. The result was that many cam-
paigns that should have been successful, and that would be
successful with the better methods of car advertising in prac-
tice today, were failures.

18. Mail-Order Advertising- in Street Cars. — It has
been fairly well demonstrated that street cars are better
adapted to local and general advertising than to mail-order
advertising. A mail-order advertisement would have to be
exceptionally strong to prove successful in street cars. It is
not difficult to see the reason. Magazines to a large extent,
as well as a considerable proportion of the newspapers, are
read in the home; and in many cases a person reading a
mail-order advertisement in a magazine or a newspaper has
pen, ink, and paper at hand and may send an inquiry at once —
before the advertisement is forgotten; or if writing materials"
are not convenient, the advertisement may be torn out and
put in the pocket. If, however, a person is attracted by a
mail-order advertisement in a car, he must, as a rule, wait
until he reaches home before an inquiry or an order may be
sent. In the meantime, the address, unless written down at
the time the advertisement was seen, may be forgotten, as
indeed the whole advertisement may be. Furthermore, the
average mail-order advertisement requires more detailed
description than the space of a street-car card affords. This
is not equivalent to saying that it is impossible to get any
results from mail-order advertisements in street cars, for the
contrary has been proved; but it is certain that there is a
great disadvantage to overcome.

19. Advertisements That Require Frequent
Changes. — It is evident that offerings good for only a day
or a week cannot be advertised to advantage in a medium
where the advertisement must stand a month. The retail
advertiser is therefore restricted in his street-car advertising
to features that hold good the entire month, except, of course,

10

STREET-CAR ADVERTISING §31

where he can arrange with the sellers of the space to change
cards more often.

20. A Notable Daily-Change Contract. — Several

years ago, under an agreement made with the sellers of
street-car advertising space in New York City, the car cards
contracted for by the Wanamaker store were changed every
day. These cards bore a date showing the day of the month,
and thus proved to the reader that only fresh offerings were
announced. This contract was made, it is said, at about
what it would have cost the Wanamaker store to add one
more large daily New York newspaper to the list. The
managers of the store felt that this daily card gave them the
last word with the shopper coming down town to buy, and
believed it worth while to have the privilege of the last word
when the shopper was out with her purse in her hand and
her thoughts on buying. The fact that the Wanamaker
store is at a subway station and has a floor opening on the
station gave this car advertising additional force. It is
stated, however, by the sellers of car space that this arrange-
ment for a daily change was an exceptional one and that such
contracts are not entered into generally.

Information comes, while this Section is being written,
that the Wanamaker contract has been discontinued by
the advertiser. Whether the discontinuance was because of
failure to get results commensurate with the cost, or because
the advertiser preferred to use another medium for a while,
is not known.

METHOD OF HANDLING SPACE IN STREET CARS

21. By the old plan of handling space in street cars,
there were many separate street-car advertising concerns —
almost one for every separate street railway in the country.
This, however, has passed away in response to a demand
for centralization. Car advertising is now handled by large,
well-organized concerns with branches throughout the United
States, and these again, so far as national advertisers are
concerned, are represented exclusively by a central office,

§31 STREET-CAR ADVERTISING

11

or clearing house. Such an institution exists in New York.
This agency represents nearly three-quarters of all the
street-car service in the United States and practically all of
that in Canada and the Philippines, besides the best of some
foreign countries.

Thus, through advantageous centralization, a single con-
tract may now be made by a national advertiser to cover all
the cities, towns, and villages represented by this selling
office, and these, at the time of publishing this Section,
number 2,500. This arrangement enables the advertiser to
receive checking lists, service reports, shipping instruction,
bill for service, etc. from one central office. Arrangements
can also be made to cover all the cities in a given state or
group of states, etc.

This centralization plan, while simplifying the situation
for the national advertiser, still leaves the local advertiser
free to deal with the local street-car advertising company, if
there is one.

Advertising can be placed in street cars, through the cen-
tral office referred to, by a number of the larger advertising
agencies. A commission is granted to the agencies just as
is done by the publishers of magazines and newspapers.

COST OF STREET-CAR ADVERTISING

22. Owing to the frequent changes in street-railway
systems, rates for street-car advertising are subject to con-
stant revision. It is certain, however, that the number of
passengers carried will always be the rational basis for fixing
the charge. The average cost at the present time for a
national advertiser on a full year's contract is from two to
three cents {2h cents may be taken as a rough average)
for each thousand passengers. The prevailing rate to the
national advertiser at the present time in any extensive
street-car system on a year's contract is 40 cents per car
per month. In selected cities, or in selected lines of certain
cities, increased rates are demanded, while in some less
desirable cities and lines the rate is lower than 40 cents. A

12

STREET-CAR ADVERTISING

§31

higher rate is asked if the advertising is to run only 3 months
or 6 months. Where at least one-half, but not the entire
number, of cars in a city are used, service is charged for at
an advanced rate.

The various street-car advertising companies are always
ready to furnish figures, giving cost, number of cars operated,
passengers carried, etc.

23. Extra Changes. — Local merchants may still con-
tract with a few of the individual car-advertising companies
for changes in addition to the regular once-a-month change,
the increase in cost depending on the number of. changes and
the number of cars 'in which the change has to be made.
But this extra-change feature is of value only where a mer-
chant wishes to use the cars to advertise bargain offers that
are good only during a short time, a few days or a week, for
instance. Since this kind of advertising is usually done to
better advantage in newspapers, and since offerings good
during an entire month are better adapted to cars, the car-
advertising companies discourage changes oftener than once
a month; and it is likely that in a short time the extra-change
feature will be discontinued entirely.

The standard contract for national advertising in street
cars is for the cards to stand 1 month without change. As
will be pointed out in detail further on, it is easily possible
for both local and national advertisers to have a number of
different texts or readings appear in cards during one month
without the changing of cards, which accomplishes practically
the same purpose and does not cause the inconvenience that
a frequent change of cards would.

24. Number and Size of Cards for Street Cars.
Notwithstanding the great length of elevated, subway, and
interurban cars, such as are used in New York and other
cities, the average number of cards in a car is about 24, all
classes of street railways considered. The standard size of
card is 11 in. X 21 in. Cards of double size, that is, cards
11 inches deep and 42 inches long, are used by a few adver-
tisers, but their use has been practically abandoned in favor

31 STREET-CAR ADVERTISING

13

of two 11" X 21" cards, one being placed on each side of a
car. Some of the elevated railway cars afford space for a
card 15 in. X 21 in.

25. Cost of Printing Street-Car Cards. — The cards
used in street-car advertising are in all cases furnished at
the expense of the advertiser. A great central agency,
already referred to, maintains a copy department for the
purpose of assisting patrons to prepare good advertisements,
and at present charges merely for art work — not for writing
copy. Indeed, practically all individual car-advertising com-
panies render assistance to local patrons in the matter of
preparing copy, where such assistance is needed, it being to
their interest to do so.

Cards in large quantities cost from 1 cent each upwards;
according to the number printed and the number of colors
used. A lot of 45,000 cards printed in black and red, with
an assortment of six readings, has been furnished at $11 per
thousand. The same number of cards lithographed in eight
colors, with an assortment of six designs, was furnished for
3 cents a card. For a smaller lot of these cards, a propor-
tionately higher rate would of course be charged. If only a
few hundred or one or two thousand were printed, the price
would be very much higher.

The following list shows a Chicago printer's advertised
prices on the printing of car cards. The prices do not
include art work and cost of plates.

Quantity One Color Two Colors Three Colors

100

$ 4.45

$ 5.45

$• 6.45

250

7.10

8.70

10.00

500

11.45

14.30

17.00

700

15.00

18.50

22.50

1,000

18.00

23.00

27.50

2,000

33.00

42.00

51.00

5,000

70.00

90.00

110.00

10,000

135.00

175.00

215.00

Owing to the fact that car-card work is a specialty with this
printer, his prices are probably lower than those of most

14 STREET-CAR ADVERTISING §31

printers and should not be construed as a standard scale.
Many advertisers have their cards printed on both sides.
Then a change of copy may be made by simply turning the
card.

26. Number of Cards Required to Cover the
United States. — A large cereal company, in an adverti-
sing campaign covering nearly all of the populous sections
of the United States, found it necessary to furnish 45,000
cards. At that, time, however, the number of cars charged
for was only about 35,000; consequently, there was a good
margin for mutilated cards, new cars put on during the
time of the contract, etc. Canada at that time required
2,000 cards.

On account of the development going on just now in street
and interurban electric railways almost everywhere, it is safe
to figure on a 10-per cent, yearly increase in the number of
cards.

PLANNING AND PREPARING STREET-
CAR ADVERTISING

GENERAL DETAILS

27. Plans Necessary for Success.— In one respect,
street-car advertising is the same as all advertising; that is,
if it is to be successful it must be carefully planned and
properly supported. Using a card containing simply the.
name of the advertiser and the article and letting it stand
without change for months, is not likely to produce good
results. A card of this kind may be worth something, but
it does not begin to be worth what another card giving
interesting particulars of some service would be. Also, for
example, if the National Biscuit Company, using, as it does,
copy that is more reminding than informing, neglected to
have its salesmen work carefully among the retailers of the
cities where its street-car advertising is done, it would not
get the results that it does get. Suitable printed matter, cards

Red Clover Creamery Butter

A Quality Butter, of rich, sweet flavor;
made from the milk of Jersey Cows, fed
on the red-clover pastures of Illinois and
Wisconsin. Sold by all pure-food grocers.

"The Butter that Betters the Bread"

THE E. 0. WHITEFORD CO., Sole Distributors

Fig. 1

How many loaves to the sacK?

That's the real price of flour.

And why are there more loaves in a
sacK of GOLD MEDAL FLOUR than any
other Kind?

Because the cellulose and waste are
carefully milled out by the Washburn-
Crosby Improved Process.

And the bread is wholesome.

207

Fig. 2

§31 STREET-CAR ADVERTISING 15

and signs for the retailer, etc., if necessary as adjuncts to
magazine and newspaper advertising, are just as necessary
adjuncts to a street-car campaign.

28. Common Mistakes in Street-Car Advertising.

The most common mistake in street-car advertising is that
of regarding the street car as a supplemental medium and
consequently preparing advertising of a supplemental nature.
The ad-writer should prepare car advertisements as if the
advertiser did no other advertising and was depending
entirely on the cars to increase his business. Instead of
using cars "to keep the name before the public," they should
be used to inform and to sell goods.

There is just as much need for the plumber and steam
fitter to tell about the superior features of his service as
there is for the laundryman to tell about his. If the plumber
keeps a good force of men, so that he can always respond
instantly to every hurry call, if he never disappoints, and if
he guarantees his work, these facts are worth telling. The
same principle applies to practically every advertiser.

Street-car advertising will not be profitable unless the cards
are changed promptly and kept timely. Some advertisers
are careless enough to allow special Christmas cards to run
during the month of January; others allow one card to run
for 3 months or longer without change. Such unseasonable,
or "stale," announcements should not be expected to produce
results.

29. Opportunity for Good Advertisements. — Street-
car cards afford the ad-writer unusual opportunities for get-
ting up attractive copy. In the first place, he does not have
to contend with poor paper, but may be sure of cardboard
stock that will give the best results for the illustration and
type effects desired. He nearly always has the same space
that other advertisers have, has no advertisements above
nor below his own, and need not use the caution against
"blanketing" that he would have to use in preparing a small
or medium-sized advertisement for a newspaper; and he may
use colors.

16

STREET-CAR ADVERTISING

31

30. Bad Effect of Too Much Color or Detail. — Many
ad-writers, because of the convenience with which colors
may be used on street-car cards, overdo the thing and use a
combination of three or four colors that is not nearly so
striking or easy to read as a card that has a simple arrange-
ment and is printed in red and black or even in just one
color. Somehow, a story told in a multicolored card does
not seem to be a real story, but rather a labored effort
toward a mere design. Such a card costs a great deal to
print, but has little force. In this respect, it will be well to
note the cards shown in Figs. 1 and 2. These advertise-
ments, which are reduced settings of cards 11 in. X 21 in.,

Sl.00

c

Watches Diamonds

or so ^^^f m flft OR 50

A WEEK «%^§P^ W.UUAWEEK

ASTELBERG'S BEE-HIVE JEWELRY CO.
ONVENENT 417 Spruce 8freef

Ktllll NO SECURITY SCRANTON, PA.

Fig. 3

would not be improved at all by the addition of one or more
colors.

31. Another mistake that is just as often made consists
in having a card so full of detail, illustration, and lettering,
or so-called ornament, that it is not so easy to read as a card
set in good, clear type. Compare the card shown in Fig. 3
with that shown in Fig. 4. Excess of detail and capitals
makes the card in Fig. 3 much inferior.

Bold, simple effects should be the aim in getting out
street-car cards. The advertisements shown in Figs. 1, 2,
and 4 are strong, and their strength is due in a large
measure to their simplicity. They are much more likely

§31

STREET-CAR ADVERTISING

17

to be read than cards filled with detail or printed in half a
dozen colors.

Some very attractive one-color effects can be attained
when some fairly heavy type, like Cheltenham Bold or
De Vinne, for instance, is set in reading-notice style and
printed in bright olive, blue, or brown, instead of black. A
card printed in this way will be just different enough from
the adjoining- cards printed in black to catch the eye and
insure reading. Light-faced type should not be used with
these colors.

32. Necessity for Readable Type. — A most important
point in connection with street-car cards is to be certain that

Fig. 4

they may be read easily when the reader is at least from
8 to 12 feet away and when he reads at an angle. Hence,
an extended face like Post Old Style is better than a con-
densed letter like Post Condensed, because the latter, when
seen at an angle, narrows down so much that it is not read-
able. Before approving a drawing or a proof of a proposed
car advertisement, it should be placed on one side of 'a room
and viewed from the opposite side; then a few steps to the
side should be taken to see whether the card may be read at
an angle. A great many car cards will not stand this test.

If light-faced type, extra-condensed type, or type having a
small face is used, the card will not be readable except to

18 STREET-CAR ADVERTISING §31

persons that are close to it, which will of course greatly
decrease the possible number of readers. More than ordi-
nary care should be taken when the card is designed for one
of the positions at the end of the car (to the right or left of
the door), where it will be 10 or more feet away from many
of the passengers.

33. Sizes of Type to Use. — As a general rule, it is not
well to use type smaller than 60-point for the principal
points. However, type as small as 30- or 36-point may be
used for amplification of the idea presented, so long as the
essential part is printed in the larger type. Some types,
Cheltenham Bold and De Vinne, for instance, are readable
8 or 10 feet away even in the 24-point size. Condensed
types smaller than 36- or 48-point should not be used,
because they are practically illegible at a short distance.

All the illustrations shown in this Section are reductions
of cards 11 in. X 21 in. When type is brought down so
small as these reductions bring it, much of the boldness of
the original cards is lost The illustrations therefore show
only the general effect.

34. Styles of Type to Use. — Among the types that are
suitable for car cards are De Vinne, Cheltenham Bold, Foster,
Caslon Bold, Post Old Style, Ben Franklin, Blanchard,
MacFarland, Old-Style Antique, some medium faces of
Gothic, and many other faces of similar character.

It is well to avoid the use of more than two styles of type on
a card. Very effective results can often be secured by the
various sizes of one series only. Where large display lines
are used as an adjunct to the body matter, it is sometimes
necessary to use type with a heavier face so as to secure
effective display. When two styles of type are used, care
should be taken to see that they are harmonious. Crowding
should be avoided. By allowing ample margins and plenty
of white space between lines of body matter and around the
heading and address, strong contrast of type against the
white card will be secured, and this will consequently make
the advertisements easy to read. The body matter of a street-

Our $40 Suits are about as near the
clothing ideal-in quality, style and wear-
as it is humanly possible to get

Over a thousand different new Fall
Cloths to choose from.

NICOLL th. TAILOR

WILLIAM JERREMS" SONS

715=717 Olive Street

Fig. 5

C The secret of good butter.
II Rich yellow cream from the milk of young
and healthy clover-fed Jerseys.
€L That's the "reason why" of

RED CLOVER CREAMERY BUTTER

All; good grocers sell it.
National City Dairy Co., Wholesale Distributors

Fig.

Castile soap was made of vegetable oil —
Once!

Now it's chiefly cheap animal fat, mottled with pigments

to imitate castile; or left white.
RICKSECKER'S SOAP is mostly Lagos Palm

Oil — a skin food.
No animal fat — no scent — no dye.
All druggists 25 cents

19

Fig. 7

Take a rest

'Way up in the mountains, there's rest for you—
at Markleton.

You owe it to yourself to find out what nature and
science can do to make you well, comfortable and happy.

Cool, pure air; beautiful forest and river views-
mineral springs; baths; amusements; resident
physicians and nurses. Send for booklet.

7 The Markleton, Somerset Co., Pa.
New management.

Fig. 8

No, it's not a medicine.
It's a food.

BORDEN'S MALTED MILK is a dry powder. It com-
bines and concentrates the food values of milk and wholesome
cereals.

It is delicious.

It digests perfectly.

Dissolved in hot or cold water, it makes the most nourishing
beverage you ever drank.

Various sizes at all druggists

Fig. 9

Open up a coffee bin.
M-m.

Doesn't the coffee smell fine?
The fragrance proves the flavor is escaping.
Chase & Sanborn's SEAL BRAND coffee is packed
air-tight immediately after roasting.
All its rich, full flavor is saved for you.

Fig. 10

20

§31

STREET-CAR ADVERTISING

21

car card set in either 48- or 60-point type can be read very
easily, while sizes smaller than these are proportionately
more difficult to read, especially at a distance. Body matter
should always be set in lower case.

35. The card shown in Fig. 5 is set in Cheltenham Bold,
with the signature in Condensed Gothic; while that shown in
Fig. 6 is set in Caslon, with the line Red Clover Creamery
Butter in Condensed Blanchard (in the original, the words in
Condensed Blanchard were printed in red). The card shown
in Fig. 7 is set in Cheltenham; that shown in Fig. 8 in
De Vinne, with the heading in Blanchard; and that in Fig. 9

LISTEN!

Thy food should satisfy
thy appetite as well as thy
palate. Quaker Oats sat-
isfiesboth. It fills thee full
of energy and sustaining
vitality.

The Best Oats Made In large packages lO cts.

Fig. 11

in MacFarland, with display in Gothic. Old-Style Antique
is used for the card shown in Fig. 10, while Blanchard is
used for the type portion of the card shown in Fig. 11.
The card shown in Fig. 12 is set in MacFarland with display
in Gothic. Figs. 31, 32, and 33 are set in Old-Style Antique.
The body matter in Figs. 36 to 41 inclusive is set in Chel-
tenham Bold.

36. Number of Words on a Card. — The standard
street-car card affords space for the good display of from
30 to 50 words, according to the size of type used and the
style of display. It is possible to use as many as 60 words,
but with this number of words the display cannot be of the

Troubled with your digestion?
That's bad!

BORDEN'S MALTED MILK is especially made for dys-
peptics.
That's good!

You see the malt generates a kind of vegetable pepsin. This
pepsin partly digests the milk before you use it.

Various sizes at all druggists

Fig. 12

HAND SAPOLIO

by a method of its own cleans the pores, aids the
natural changes of the skin, and imparts new
vigor and life.
^ Don't argue. Don't infer. Try it!

It's a lightning change from office to parlor
with Hand Sapolio.

SHOULD BE ON EVERY WASHSTAND

Fig. 13

Squeeze all the juice out of an orang'e.
Is it still an orange?

When those refiners* with their modern mac hin-
ery, extract all the sugar out of cane juice, is the
residue molasses?

Get the old-fashioned sugar- house molasses —
SUGAR-GLEN.

Made in the open Kettle, old way.

Rich cane flavor.

All Grocers. Cans: 25c, 45c, 70c.

C. E. Coe, Memphis, Tenn.

Fig. 14

22

§31

STREET-CAR ADVERTISING

23

strongest kind. If an illustration is used, the number of
words that may be displayed well ranges all the way from
20 to 40, according to the size and arrangement of the type
and illustration; In the original, the card shown in Fig. 13
was set in a type of good size; it contains 46 words. The
card shown in Fig. 14 contains about 60 words set in a small
but bold letter (Post Old Style), and the card as it appeared
in the car was fairly easy to read.

It is much better to have a minimum number of words
and to have superior display than to put in the maximum
number of words and have the display poor or mediocre.

About half an inch of blank space around the edge of the
card will be covered by the rack into which the card is
slipped. Then there should be a margin of white space
around the copy. This reduces the space somewhat. At
night, the lower half of the card is usually much better
lighted than the upper half. Therefore, it is not a good plan
to have the essential part of the copy too near the top.

In selecting cardboard for street-car cards, it is best to choose
stock with a dull finish rather than one that has a glossy sur-
face; the glossy card reflects light at some angles and is not
readable when it does so.

USE OF ILLUSTRATIONS

37. Illustrations are necessary in many classes of
street-car advertising. Car cards lend themselves readily to
illustration, and, if arranged with care, the illustrations will
leave ample room for a well-expressed selling point. The
advertisements shown in Figs. 15 and 16 were well displayed
in the original cards. The illustrations show just how the
Magic curler is used, and the descriptions are ample. Half-
tone illustrations (not finer than 133-screen), line cuts, and
lithograph illustrations are equally well adapted for use on the
cardboard stock used.

In Fig. 17 is shown an example of an attractive illustration

used in connection with appropriate text. This illustration

is peculiarly effective because of the way in which the
207—24

24

STREET-CAR ADVERTISING

§31

woman's finger points and also because of the direct sugges-
tion, Yes you ought to use. In Fig. 18 is shown another fine
example of the illustrated card. It shows the Jap-a-lac can

MARCEL- WAVE YOUR HAIR (□

while dressing.

By using MAGIC CURLERS

you can have the new popular style in
10, minutes.

Buy some to=day, and you will never
be without them.

For sale at Notion Departments.
Card of 2-lOc. Card of 5-25c

Fig. 15

and a woman using Jap-a-lac, and emphasizes a distinct use.
Figs. 19 and 20, from the same series, show how the Glidden
Varnish Company illustrated the different uses to which

Don't put your hair up in papers all night.
Forget about curling your hair until
10 minutes before you want it— then use

MAGIC CURLERS.
They curl or Marcel-wave your hair-
Anywhere— any time— 10 minutes.

All Notion Counters.

Card of

2 = 10c

Card of

5= 25c

Fig. 10

Jap-a-lac can be put. Fig. 21 shows how it is possible to
get in many words if the illustration is well placed. This
advertisement is well illustrated, yet it contains 54 words.

§31

STREET-CAR ADVERTISING

25

Figs. 22, 23, and 24 show further examples of well-illustrated
cards. The reproductions of the Heinz cards do not do jus-
tice to the originals, which were in colors. The card shown
in Fig. 24, with the tomatoes in red, was very realistic.

CALOX

YES YOU OUGHT TO USE

The "OXYGEN" Tooth Powder
The new scientific
dentifrice that will
whiten your teeth.

THE OXYGEN DOES IT. -

All Druggists
25 cents

Fig. 17

38. It is always important to avoid complex subjects in
illustrations. The main strength of the Jap-a-lac illustrations
lies in the fact that one or two details are forcibly and

FLOORS

You can quickly give any floor a
superb, hard, lustrous finish with JAP-
A-LAC. Natural or colored. Inexpen-
sive and easily applied. Does not show
heel marks.

All colors — in cans ready to use — 15c
to $2.50.

JAP-A-UAC

THE GLIDDEN VARNISH COMPANY

Cleveland, Ohio

Fig. 18

attractively shown. Complex illustrations are unsuitable, as
the detail detracts from the main feature.

An ad-writer should not depend too much on an illustra-
tion. An advertisement may be a beautiful picture from an

26

STREET-CAR ADVERTISING §31

art standpoint, and attract attention as a picture, but it will
likely fail to sell goods on account of lack of good text.
The selling points should be brought out strongly, and the
copy part of the advertisement should be as complete as if it
were not illustrated at all. The power of copy is shown by
the fact that some of the most successful campaigns have
been carried on by all-text cards.

The short depth of the car card precludes the use of the
entire human figure unless it is made very small. But the
figure may be shown sitting or kneeling, as in Fig. 18, or
only the upper portion of the body or the face may be intro-
duced, as in Figs. 17, 20, and 24.

39. Enlivening the Advertisement by Illustra-
tions.— Figs. 25 to 30, inclusive, show how life and action
may be put into the advertising of some article that is
entirely mechanical in its operation. The introduction of
figures like those in the Regina cards make readers follow
the series of cards to see what is coming next.

It is well to remember, however, that in car advertising,
as in other forms of advertising, the most goods are not
always sold by the card that attracts the most attention. To
attract attention is important, but unless the attention-
attracting feature brings out a point in favor of the article,
the results of the campaign will be disappointing.

STYLE OF LANGUAGE FOR CAR CARDS

40. To be most effective, the street-car card should teem
with interest, should look attractive, and should be easy to
read. Conversational, straight-from-the-shoulder language
appeals more to the average reader than does a tame state-
ment. The following affords a good illustration: A bank
advertisement was first written up in the style shown in
Fig. 31. The point brought out in this advertisement is
good, but the style is lifeless; at least, that is what was said
by the head of the copy department where the advertisement
was prepared. It was revised so as to take the form shown

WICKER FURNITURE

At small cost you can easily give
soiled wicker furniture a new finish
with a single coat of JAP-A-LAC—
Gloss White or any desired color.
Washes beautifully.

In cans ready to use— 15c to $2.50.
Sold by paint dealers. Be sure the name
JAP-A-LAC is on the can.

JAPAMC

The Glidden Varnish Company, Cleveland, O.

Fig.

PANTRY SHELVES

Dishes and pans are hard on wood-
work. With JAP-A-LAC you can quick-
ly give pantry shelves a natural or
colored finish that" wears like iron? The
expense is trifling.

All colors— in cans ready to use— 15c
to $2.50. Sold by paint dealers. Be sure
the name JAP-A-LAC is on the can.

JAP-AMC

The Glidden Varnish Company, Cleveland. O.

Fig.

SIDE LIGHTS- ON THE FACE

Because the peculiar formula used
in the manufacture of Woodbury's
Facial Soap was evolved by anflk |
able dermatologist who had in 11
mind the creation of an exclusive
skin soap, this product has been
standard for over 30 years.

The Andrew Jerge

TWENTY FIVE CENTS EVERYWHERE

27

Pig. 21

>ack ? That's lumbago.

infill but not dangerous. Rub on a
w times the old-time home remedy

ST JACOBS OIL

iin goes! Youll be sorry you
Iri't try it sooner. It conquers pain.

25*50*

Fig. 22

Heinz India Relish is
one of the most satisfying
sweet pickle relishes imaginable

Anything Thai s

Is Safe To Buy

Fig. 23

Sound, Ripe Tomatoes and
Pure Spices
Similar to Chili Sauce
Only Better

TOMATO

CHUTIN

NEY

28

aim sia luiiccs. i w

Then you don't know the REGINA.

The REGINA plays thousands of tunes,—
plays them well — makes music — is an
entertainer.

Come here and hear

Hoeffler M'fg Co.,
258 West Water Street.

The REGINA PHONE is a music box and talKing machine combined.

Fig. 26

The whole music family

.y fa, ®

March Lullaby Overture Hag-time ^/Iria Dance

Can be played on the REGINA Music Box,
with equal facility, to the delight of your
whole family.

Listen to it at our store.

Grohs Piano Company,
632 G 634 Main St

29

Fig. 27

You've never "seen" the REGINA
Music Box unless you've "heard" it
Hearing is believing.

C. C. Mellor Co., Ltd.,
319 6 321 Fifth Ave.

The TalRing Machine Attachment gives
you two amusers in one.

Fig. 28

A dull evening; things
LaTgO move slowly? then a
REGINA Music Box
and

Hours grow shorter,
*PreStO hearts lighter. The
"Before and After" idea

Come and hear the REGINA

Grohs Piano Company,
632 6 634 Main St.

Don't say you'd rather have a phonograph— because the REGINA has a talKlng machine
attachment that makes It better than a phonograph.

Fig. 29

If you like music and cannot make it—
get a REGINA Music Box.

You have nothing to do hut listen.
If you want to listen to it before buying
it come to our store.

We have an impromptu concert when=
ever you arrive.

C. C. Mellor Co., L,td„
319 €$ 321 Fifth Ave.

Fig. 30

30

Much trouble is saved by paying bills with
checks.

The check acts as a receipt for payment.

Put your money in the Dime Bank, subject
to check, and avoid ugly disputes.

Fig. 31

You may say you paid your bill, but you
can't prove it.

You could if you had used a check.

A check prevents arguments.

Put your money in the Dime Bank, subject
to check, and avoid ugly disputes.

Fig. 32

"I certainly paid that!"
"Beg your pardon, you didn't!"
"But I'm sure I did!"
Don't rely on memory!

You can prove that you pay your bills if
you pay by check.

Put your money in the Dime Bank, pay by
check, and avoid ugly disputes.

31

Fig. 33

32

STREET-CAR ADVERTISING

§31

in Fig. 32. This is much better than the first attempt. The
statements are more direct and convincing-, yet the advertise-
ment did not possess as much of human interest and homely,
every-day language as the copy department wanted it to
possess. So it was again revised and recast until it finally
took the form shown in Fig. 33. There is no question but
that Fig. 33 would attract more readers than either Fig. 31
or Fig. 32.

The writer of street-car copy can well afford to rewrite
and rearrange his advertisements until he feels that he has

(J-yCo^ crd\<d~ tirz^rt^ C\Mj$Wvfat*a

Fig. 34

them in the most interesting and convincing form that it is
possible to get. A few advertisements of the character of
that shown in Fig. 33 are worth a dozen of the dull, change-
less copy that many advertisers use.

41. The Lowney advertisement, Fig. 34, is a good exam-
ple of how individuality may be incorporated in a car card.
The fact that the card appears to be in the handwriting of
Mr. Lowney, and the confidence expressed, give the reader
faith in the claim made.

31 STREET-CAR ADVERTISING

33

SPECIAL COPY AND SCHEDULES

42. Street-car advertising is not different in its basic
principles from other forms of advertising-. It must attract
people, convince them, and sell goods — otherwise it is not
good advertising. So far, then, as analyzing the commodity,
finding the best selling points, and studying how to present
the message in the most interesting and convincing way are
concerned, the student of advertising may proceed with the
preparation of car cards just as he does with the preparation
of magazine or newspaper advertisements. He should by all
means do this through analyzing and not be content with
filling the cards with superficial or supposedly humorous
presentations of the selling points of the article he is trying
to advertise.

But it should be borne in mind that the street-car card is
not held in the hand while being read; nor is it an advertise-
ment on a page with other advertisements. The ordinary
newspaper advertisement is no more suitable for a car card
than the average magazine page is suitable for a poster.
Street-car copy, to be most effective, must be planned and
prepared with the principal points of the situation taken into
account. These points are taken up in the following para-
graphs. No invariable formula can be set down for writing
street-car advertisements; these are matters to be considered
according to the particular campaign.

43. Points in Favor of Short Advertisements.

The fact that the street-car card has room for only a few
words, while seemingly a disadvantage, is often an advan-
tage. There is no room for unnecessary introductory matter
and none for long sentences, superfluous words, repetitions,
etc. The advertisement must consist of one selling point or
possibly, in some cases, two or three selling points, tersely
and entertainingly expressed. As a general rule, one selling
point is enough for a car card. The card shown in Fig. 8
presents a number of selling points, but it is an exception
from the general rule.

34

STREET-CAR ADVERTISING

The short advertisement is much harder to write than the
long one. A strong selling point or an entire canvass of
the subject must be expressed in a few sentences. Every
word counts. The writing of car cards will probably do
more toward training a writer to compose copy full of interest
and strength than any other class of advertisement writing;
and there are really a great many articles about which a
good advertisement can be written in from 30 to 60 words.
Length does not necessarily give strength. Some of the
briefest texts from the Bible and many quotations from
Shakespeare, Milton, and others embody thoughts on which
men discourse for hours. An impressive current of thought
may be started with a few well-chosen words.

There is much to be said in favor of the short advertise-
ment. It is taken in almost at a glance — read without
effort — and on that account is more likely to make its impres-
sion on the mind of the average reader. For instance, note
the advertisement shown in Fig. 35. The space here is
ample for the illustration and the story, and the advertise-
ment would be weakened if it were lengthened. A few
attempts at writing street-car advertisements will show the
writer that it is a case of "getting down to business" with the
first word and presenting the selling point or points in a few
strong sentences.

LOOK AT YOUR TEETH.
— in the glass every day
— after using

The Oxygen Tooth Powder
— and see them grow whiter.
The Oxygen Does It

All druggists.

25c.

Fig. 35

Wtfe^- rko. 1

Many doctors recommend weaning after six months —
or sooner.

Mother's milk is not satisfactory nourishment beyond a
certain early stage.

A good food-like NeStlC'S — generally gives better
results.

. Nestles Food

is a wholesome diet made from
the best elements oT pure cow's milk and selected wheat
Two generations of doctors have endorsed it.

Fig. 36

Professor Birch-Hirchfeld says:

"The result of our own experience in artificial feeding
is in favor of NCStlCS FOO& the use of which
was but rarely attended with indigestion, while the nutrition
of the child improved in the most gratifying manner."
Our "Book for Mothers" Henri Nestle,

and sample sent free on _ . x_ .

application. New York.

Fig. 37

A prominent specialist says:

Cow's milk is physiologically adapted to a calf s stomach
but not to an infant's stomach.

NCStl^S FOOd treats the nutritious parts of
cow's milk by additions that adapt it to the baby's weak
digestive powers.

Doctors who know the Nestle process endorse this
method.

Fifty-five gold medals and twelve diplomas.

Fig. 38

207 §31

Sidney Ringer, M. D., leading English authority on
infant feeding, says:

"I generally find it useful in all forms of children's
diarrhoea to abstain from milk, and give instead barley water
and chicken broth, or best of all NCStlCS FOOd

"It is the best for children with great delicacy of
stomach and intestines."

Fig. 39

Practically the only infant's food used in the hot
countries —

India, Australia, South and Central America and the
African colonies.

Its use there gives immunity from diarrhoea and cholera
infantum.

That's why you should use NCStl£'S FOO(l>

during warm weather.

Fig. 40

"To ftaJbtf) WfcA-- %. 8

All the dangers of cow's milk are avoided.

Because NCStlC*S FOO<J is sterilized by chemists
in the process of its manufacture.

In warm weather especially NCStlCS FOO& is

safer for baby than cow's milk.

Our '•Book for Mothers" and ^ ^ ^

sample sent tree on application. '

Fig. 41

207 §31

§31 STREET-CAR ADVERTISING

35

44. Use of Cards in Series. — There are articles, how-
ever, of such nature that more space is required for full
description and explanation than is afforded by one street-
car card. An article may have eight or ten selling points
that are worth bringing out. There may be a "factory
story" that affords the strongest kind of selling argument.
In cases like this, a series of cards may be used, each pre-
senting one selling point or one short instalment of the
interesting factory story. Suppose that a shoe is to be
advertised. One card might tell about the fine quality of
sole leather used; another might deal with the superior fea-
tures of the leather used in the upper; another might dwell
on the high standard of workmanship and inspection main-
tained in the factory; still another might emphasize the style
of the shoes, comparing it with custom-made shoes costing
two or three dollars more, and so on. This plan is by no
means peculiar to street-car advertising, as it has been used
for years in both newspaper and magazine advertising. It is
merely the idea of giving the selling points of the article in
an interesting instalment series, instead of giving them all
at once. Provided the copy is well written, so that each
advertisement is a link in a complete chain, this plan is
superior in many cases to the plan of giving all the selling
points in one advertisement, even if there were room on the
card for all. A short advertisement, making one point
clearly and tersely, will be read at a glance and make its
impression on the mind of the reader, where a long adver-
tisement, requiring a distinct effort to read, might be skipped
by the eye in its wanderings.

45. Figs. 36 to 41, inclusive, show reductions of a series
of cards used by the advertisers of Nestle's food. Each of
the cards gives some real information and is complete in
itself. Any one of them would make its impression on the
mind of a reader even if he failed to see the others. In pre-
paring a series of cards, it is usually well to hold to the
principle of making each card complete in itself — not taking
it for granted that all readers will see the entire series. An

36

STREET-CAR ADVERTISING

31

exception to the practice will be explained in a subsequent
paragraph.

46. The Tetley tea series of advertisements, Figs. 42 to
47, inclusive, show how educational and well planned a
street-car campaign may be. Since these cards give a log-
ical reason for the excellence of Tetley's tea, a good impres-
sion is easily made on the public mind. It will be observed
that all these advertisements are of the informing kind. Not
all car cards are as informing as these. This series is some-
what singular in that the writer emphasizes just one selling
point — the fact that Tetley's tea is composed of tips only.
The point is a strong one, and if there were no other strong
selling points in favor of this tea, the writer was wise in
hammering on the "tip" idea.

47. Value of Using a Variety of Advertisements
in One Month. — The opportunity to run a series of different
texts during one month is a point in connection with street-
car advertising that merits careful attention. It opens as
wide a range of possibilities for the average advertiser as if
he had opportunity to change his cards several times a week.
Theoretically, the street-car advertiser might have as many
different cards during one month as there were cards in the
street-car system he was using. Of course, this would not
be practicable, and the cost would be prohibitive. But the
use of 6, 12, 18, or 24 different cards a month is practicable,
and in this way the advertiser can get his entire argument —
his whole array of selling points — before the car riders of the
community in an interesting series of short advertisements
that will be easy to read and easy to remember. By follow-
ing this plan, the bank or the business school, for example,
instead of having just one advertisement that becomes stale
reading before the month is over, may present a number of
impressive arguments, which, being well distributed among
the cars of the city, will all be seen by a large proportion of
the car-riding public.

48. Suppose a men's furnishing store decides to use
street cars. One card could be used to advertise the quarter-

TETLEY'S India and Ceylon tea is picked
from the exquisitely delicious young tips.

Packages 10c to $1.00.

Fig. 43

Only the delicious young tips of the tea plant
are used in TETLEY'S India and Ceylon tea.

Packages I0C to $1.00.

207 Fig. 44 §31

The best tea flavor is found f ]

0} HERE

where the refreshing principle is VJ

most abundant — in the tips,

TETLEY'S tea is picked from

tne ueiicious young tips ot tne

choicest tea plants of India and Ceylon.

It is most

refreshing and most delicious.

Fig. 45

When you say tips vou sav the
choicest tea.

When you say TETLEY'S you

say tips.

TETLEY'S tea has the refreshing
principle and delicious flavor of the
choicest leaves of the
choicest tea plants of India and Ceylon.

Packages 10 cents to $1.00.

Fig. 46

1/2 OFF

Measure out half the usual quantity when you use
Tetley's tea. More spoils the brew.

Tetley's comes from the tips and is doubly strong
as well as doubly delicious.

It is really much cheaper than ordinary tea because
it goes twice as far.

TETLEY'S TEA

Sold by the best grocers.

207

Fig. 47

;31

§31

STREET-CAR ADVERTISING

37

size collars that the store carries; another card could deal
with its well-known brand of hats; another could deal with
the subject of ties; still another, with the new spring shirts;
and so on, until the list of specialties is exhausted. It can
hardly be questioned that this plan will in the long run bring
better results than that of simply using one card for the entire
month, and advertising some special sale or making a gen-
eral appeal for trade.

A shoe store might use an assortment of four cards; one
dealing with men's dress shoes, another with a shoe for
every-day wear, another with women's shoes, and still another
with children's shoes. The impression made would certainly

.

Helps Children Grow

Fig. 48

be stronger than if just one card were used dealing with the
whole subject of shoes. The increased power of the adver-
tising more than compensates for the extra cost of preparing
copy and of printing a' variety of texts. The old adage that
"Variety is the spice of life" holds good in advertising, and
this feature of car advertising is one of its great possibilities.

All persons do not use the same cars all the time. They
ride on different lines, different cars of the same line, trans-
fer from one line to another, and so on. In this way, a large
proportion of the street-car riders will see most of the series
of advertisements, provided they are well distributed.
Though each advertisement stands a month, the advertiser

38 STREET-CAR ADVERTISING §31

can in this way get nearly the same effect that he would get
if he changed the copy every week or oftener.

49. Interest-Creating Cards. — A plan that has been
followed in a number of street-car campaigns is one in which
no attempt is made to set forth the selling points of the
article during the first month, but merely to attract attention
and develop interest, thus violating the general rule of
making an advertisement complete in itself. In Fig. 48 is
shown a specimen of the interest-creating cards used by
Scott & Bowne (Scott's Emulsion) during the first month of
their street-car campaign. All that appeared on the card
was this Scott & Bowne trade mark and a suggestive state-
ment like Helps Children Grow. These advertisements
were run only during the first month.

Every person has a little curiosity; and while the first
month's advertising is blind to a greater or smaller extent
and brings about no direct sale of goods, advertisers that
adopt it feel that the additional attention that is given the
informing cards as the result of the use of interest-creating
cards is well worth the first month's expenditure. The
advertisement shown in Fig. 48 was followed by advertise-
ments that explained the trade mark and set forth the merit
of Scott's Emulsion. If, however, this progressive plan is
used by too many advertisers, the idea loses its novelty as
well as its force.

50. Method of Planning a Progressive Campaign.
Suppose that an advertiser desires to advertise a brand of
soap, called X Soap, that has six claims to superiority over
the common run of soaps, each of which claims cannot be
expressed in less than 40 words. In such a case, the first
problem of the ad-writer is to arouse interest in the soap.
He may, therefore, devote the first month of the car-adver-
tising campaign entirely to arousing a general interest in
X Soap; that is, devote a month toward getting attention.
The card shown in Fig. 49 serves to give a rough idea of
what the style of the first lot of cards might be. This shows
a large letter X at one end of the card, slightly above the

§31

STREET-CAR ADVERTISING

39

center, with half a dozen persons running pell-mell toward
it, each with one hand outstretched toward the X, and the
other hand holding a white card. On the cards are such

Fig. 49

questions as "Does it cleanse best?" "Is it most economical?"
etc., each question leading up to one of the claims of the
soap as to superiority. Six cards of this kind might be
arranged, putting different figures in each, so as to get a

X SOAP 5C

Fig. 50

pleasing variety, and the entire series inserted in the cars

simultaneously. By the end of the month, it is likely that a

large proportion of the car riders in the city where the cards
207—25

40

STREET-CAR ADVERTISING

§31

are run will be interested to some extent in X Soap, though
they may not know then that it is a soap.

51. At the beginning- of the second month, these interest-
creating cards should be replaced with another set- of six

This brilliant man walks up and down
Upon the streets of Spotless Town.
The glitter of his shining star
Arrests attention from afar,
ft lights the beat and goes to show
That naught can beat

SAPOLIO

Slip?

cards in which one figure from each of the first-month cards
is reproduced. One of the cards should have on it the
figure that has the placard bearing the question "Does it

Have you a little "FAIRY in your home?

Fig 52

cleanse best?'' as shown in Fig. 50; another should have on
it the figure bearing the placard "Is it economical?" and so
on. In the space where the lines are drawn, as in Fig. 50,

§31 . STREET-CAR ADVERTISING

41

argument to the extent of 25 or 30 words could be written,
one card showing- why X Soap cleanses best, another show-
ing why it is most economical, and so on, and each card

_________

What goes into the
soap, comes out in the
Complexion. To bring
out the bloom use

lit

Fig. 53

ending with a good display of the name X Soap. If the
cards are well written, the interest developed by the first
group will result in the second group being read by most of
the car riders.

Fig. 54

52. Informing and Reminding Cards. — Some car
cards are of the reminding kind. The famous Spotless
Town cards, Fig. 51, belong to the reminding class. These

42

STREET-CAR ADVERTISING . §31

cards were designed to keep the name of Sapolio before the
public; that is, to keep up its prestige and sales rather than
to create new sales.

The cards shown in Figs. 52, 53, and 54 are educational
by inference, rather than by direct statement. In the adver-
tisement shown in Fig. 54, the designer took advantage of
the public fancy for the "Teddy bear" at the time the card
was used.

Of course, there are some articles about which a great
deal of entertaining informing advertising cannot be written.
No one will be particularly interested, for instance, in learn-
ing how a soap is made unless some facts may be brought
out to show that the ingredients of a certain soap are more
cleansing than those of others.

53. If an article has an advantage over others of the
same class, it is a better plan not to make the advertisements
altogether of the reminding plan, but to include some real
information about the superiority. There can be no question
about the advertisements of Tetley teas — Figs. 42 to 47 — ■
being superior to those bearing merely such words as "Use
Tetley's Tea — It is the Best." No article becomes so well
known that every one is familiar with it. Therefore, the
ad-writer is safe in always including the informing element
in his car cards.

54. Cards in Which Prices Are Quoted. — There is
no reason why prices may not be quoted as readily in street-
car advertising as in other forms. Of course, the prices
given should be those that will hold good during the entire
time that the card appears. It would be poor policy to
advertise an article at a certain price and not live up to the
advertisement. In Fig. 55 is shown how a Toronto leather-
goods merchant used a card that both illustrated the goods
and gave prices of six different styles.

55. Methods of Checking Results. — Certain classes of
street-car advertising cannot be keyed in the strict sense of
the word. The value of the publicity in such cases must be
determined by the effect on the sales in a given territory.

§31 STREET-CAR ADVERTISING

43

A national advertiser may test the value of a series of car
cards by using the street cars exclusively in one city and
comparing- the cost of the thorough campaign with the
increase in orders from that city.

It would be possible, of course, for a concern like the
National Biscuit Company, if desirous of determining the
attention given its cards, to advertise that any housekeeper
making the request of her grocer will receive free one sample
package of a new kind of biscuit. But such tests are not
always conclusive.

In the case of the local advertiser, the plan followed by
the Toronto leather-goods merchant (see Fig. 55) is very

Leather Watch

Real Pigskin $0.50

Russia 75

Morocco 75

Seal . . .." 1.00

Alligator ........ 1.25

Lizard 1.25

JULIAN SALE
LEATHER GOODS CO-

105 King St., West

Fig. 55

good. If this merchant advertised these leather watch
wristlets only in the cars, all sales above the normal could
of course be attributed to the street-car publicity.

Another method of determining results is to offer some
article at a special price during a month. Then all sales of
the article made to persons mentioning the special advertised
price could be credited to the car advertisements.

56. Manufacturers' Cards for Retailers.— Street-car
cards afford good opportunities for advertising the retailer
in connection with the goods; and the opportunity to get his
name before the public as the local agent on a series of fine
cards often influences a retailer to handle the goods. There-

44

STREET-CAR ADVERTISING

31

fore, a number of manufacturers now furnish cards free of
charge to the retailers handling their products. Figs. 56

fVJE SELL THEM

tcago

Fig. 56

and 57 show specimens of such cards. Cards of this kind
may be printed in large quantities, and, as shown in these

CROSSETT SHOE

'makes life's walk easy"

trade: mark

You will for£etyour slipper,

Fig. 57

figures, a space left in which the names of the different
retailers may be printed afterwards.

§31

STREET-CAR ADVERTISING

45

APPLICATION OF PRINCIPLES

57. The car cards shown in the preceding- pages have
been reduced from cards that were used in real advertising
campaigns. While cards from such campaigns are excellent
subjects for study, it is essential also that the student of
advertising go behind the scenes, as it were, and look into
the actual preparing of some cards. Several lines of busi-
ness will therefore be selected, and the various steps in
writing appropriate cards will be explained in detail.

58. Furniture-Store Card. — It is evident that a fur-
niture store cannot print a good advertisement of its entire
stock within the limits of one card. Therefore, unless, it
is desired to use the card in helping to advertise a special
sale, it is best to use a number of cards, each dealing with
one article or one line. This specializing will not only give
strength to the advertisements but will enable the store to
estimate the effect of 'the car advertising. The store for
which the cards in question are to be prepared has a large
stock of Morris chairs, and it has been decided to exploit
these on one of the cards.

The chief selling points of a Morris chair are its comforts,
its substantiality, and the cozy appearance that it gives to a
living room. In Fig. 58 is shown a layout of a card that
incorporates two of these selling points. By using a good
stock cut of a Morris chair or having a cut made especially
for the advertisement, this matter will make a neat, convin-
cing card. Fig. 59 shows a reproduction of the set-up card.
It is set in De Vinne throughout, but as Fig. 59 is only one-
third as wide and deep as the original card, the original type
sizes were three times as large as those shown.

59. Cards for a Laundry. — A first-class laundry ser-
vice has many good selling points that may be brought out,
namely, thorough washing, careful ironing, proper finish,
repairing, cleanliness, promptness, accuracy, and other fea-
tures. In a street-car advertising campaign it is better to
present one point at a time. Figs. 60, 61, and 62 show

49

50

§31 STREET-CAR ADVERTISING

51

reproductions of three cards that could be used during the first
month. These advertisements bring out the selling points
of smooth collar ironing and the superior dead-white finish.
These three cards could be well distributed throughout the
cars of the city, and though each might stand a month, the
distribution would result in a large proportion of the riders
seeing all three during that time. These cards are set in the
MacFarland series.

60. Savings-Bank Cards. — The cards shown in Figs.
63, 64, and 65 are good illustrations of a series of bank
advertisements that might be extended to a hundred cards
during a year.

In a city where there a number of first-class banks, all
strong and all paying the same rate of interest, it is not an
easy matter for one bank to tell why it should be preferred,
but careful study will usually bring out some points, such as
age, good board of directors, convenient location, etc., that
may be exploited. The card in Fig. 65 illustrates how even
a little feature of service may be utilized. Other banks may
give their women depositors crisp, new bills, but if they do
not make it known, the bank using the selling point gets the
benefit of it. The cards shown in Figs. 63 and 65 are set in
Post Old Style throughout; in Fig. 64, the top display is in
Blanchard Condensed, but the remainder is in Post Old Style.

61. Cards Advertising Suburban Homes. — Prac-
tically every house renter dreams of the time when he will
own a cozy home. There are few persons living in the thickly
settled portions of large cities, where rooms are dark, and
where there are no trees, no grass, or no real neighbors, that do
not hope some time to be able to get out where there is plenty
of light, room, good air, and good surroundings. This is
particularly likely to be the case if there are children in the
family. Much can be made of the fact that the renter has
nothing but receipts to show for his money at the end of the
year — that these monthly rentals will almost meet the instal-
ment payments on a home.

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§31

STREET-CAR ADVERTISING

57

In this class of advertising, no matter how attractively an
advertisement may be worded, a picture lends a realism that
words cannot produce. Therefore, if there are a number of
attractive dwellings in the suburban-home section, views of
some of them should be shown in a series of cards, and a
booklet should be prepared giving still more views and
pointing out the different styles of architecture. Prices, full
information about the easy plan of payment, etc. should be
a part of the information of the booklet. Fig. 66 shows a
card that brings out several of the selling points for the
suburban home. It will be observed that in a subject of this
kind it is well to incorporate more than one selling point.
This card is set in Laureate throughout.

62. Cards for Custom-Matle Shoes. — So many good
ready-to-wear shoes are now sold, and at such popular prices,
that the custom shoemaker must look for his patrons to the
particular dressers or to those who are careful about comfort.
There are some good selling points for custom-made shoes.
Thus, .to protect his reputation, the shoemaker must use the
best materials; he is on the spot to remedy anything that
may go wrong by mishap; he can make the shoe just as his
customer wants it, which means that his patron is not
obliged to take a style that he does not admire; his shoes
are made to fit the feet, which is a different matter from
making the feet fit the shoes; also, there is individuality to
a fine custom-made shoe. The card shown in Fig. 67
embodies some of these selling points, and, with the illustra-
tions, makes a very convincing advertisement. This card is
set in Old-Style Antique and MacFarland Italic, and the
illustration is a half-tone made from a photograph of a shoe.

OUTDOOR ADVERTISING

PRELIMINARY REMARKS

MERITS OF OUTDOOR ADVERTISING

1. The importance of outdoor advertising is shown
by the many millions of square feet of space occupied by
painted sign boards and poster work.

Outdoor advertising was one of the first forms of publicity
developed; some of the ancients cut advertising signs into
stone. The most conspicuous early poster advertising in
America was that done for the circus and other shows, and
it is interesting to note that the poster is today the mainstay
of these amusement enterprises.

Like other forms of advertising, posters and signs have
had their abuses, but there has been a marked effort on the
part of public-spirited people to curtail the offensive outdoor
advertising. Doubtless the time is not far distant when
public opinion will force all outdoor advertisers to discontinue
the forms of advertising that are extremely sensational or
that have a positively evil moral effect. The advertising of
the low-grade theaters constitutes a large part of the objec-
tionable advertising, and the poster advertising companies,
in spite of their announced resolutions to keep such objec-
tionable advertising off the boards, do not seem to have
reformed to any great extent. While it is undoubtedly true
that low-grade amusements profit by sensational, vulgar
advertisements, outdoor advertisers of the better class have

Copyrighted by International Textbook Company. Entered at Stationers' Hall, London

2 32

2

OUTDOOR ADVERTISING

32

learned that advertising is not the mere attracting of atten-
tion— that if the attention they attract is not favorable, they
lose prestige rather than gain it. Of course, there are some
persons whose artistic senses are shocked by the sight of a
poster or outdoor sign of any description, but there are not
enough of them to be taken into consideration.

2. As has been pointed out in a previous Section, if a
medium reaches prospective purchasers effectively and at
a cost that is reasonable compared with the number reached,
the medium is good, whether it be magazine, newspaper,
street car, poster, or painted sign.

One of the requisites of effectiveness in advertising is
that an advertisement shall be so placed in a medium that a
large body of prospective purchasers will see it. Well-
placed outdoor advertisements undoubtedly meet this require-
ment. If a town is well covered with posters of the right
kind, there can be no question about the masses of people
being reached. Outdoor advertising is of a class that forces
itself on the attention. It gives the passer-by no choice.

A poster advertisement cannot go into minute details; it
must, therefore, announce facts or claims tersely, so that
the message to be conveyed may be caught at a passing
glance by the walking or riding multitude. But while the
bill-board advertiser is restricted to a few words or a sen-
tence or two, he has the advantage of being able to portray
in colors, and he is practically unrestricted as to the size
of his advertisement.

The outdoor advertiser cannot, of course, determine what
proportion of the passing population see his posters or signs,
but he can select his territory, can be sure of the population
of that territory, and can concentrate his advertising.

3. Outdoor advertising should not be regarded as antag-
onistic to newspaper or magazine advertising. Neither the
poster nor the painted sign takes the place of the newspaper
or the magazine advertisement, but these forms of advertising
often serve as powerful supplements to newspaper and maga-
zine campaigns. Sometimes the outdoor advertisement

32

OUTDOOR ADVERTISING

3

suffices to deliver the entire advertising message, but
usually its office is to emphasize and reinforce the news-
paper and magazine work.

Many of the most successful national advertisers make
liberal appropriations for poster advertising, and some
notable successes have been made with the poster as the
principal advertising medium. At present rates, the poster
as a medium is generally acknowledged to have considerable
value.

4. It is not possible to say just what articles can be
exploited successfully with outdoor advertising, but as a
rule, it should deal with articles that the masses may pur-
chase. A 5-cent cigar, for example, has a much greater
chance for successful exploitation on the bill boards than a
15-cent cigar. It is obvious, too, that where successful
advertising depends on giving many details about the article,
outdoor display is unsuitable, except perhaps for keeping the
name before the public and deepening the impression made
by other forms of advertising. But not all articles require
detailed description. If the mail-order cigar advertisement
be excluded, it is safe to say that the average cigar adver-
tisement could be put in a few telling words. If a railroad
company wishes to advertise an excursion to some resort,
the number of words required would not ordinarily be greater
than could be displayed well on a poster of fair size.

CLASSIFICATION OF OUTDOOR ADVERTISING

5. All outdoor advertising of a stationary character may
be divided into two classes, namely, posters and signs. The
second class includes tin signs and illuminated signs as well
as painted board signs.

6. Comparative Advantages of Posters and Signs.
Poster advertising admits of more changes of copy than
does painted bulletin advertising, and by it the advertiser
may be more sure of uniform work in lettering, illustration,
etc. Painted boards and tin signs, on the other hand, stand

4

OUTDOOR ADVERTISING

§32

bad weather much better than posters, but unless the work
is done by high-grade sign painters, it will not be uniform in
quality; some of the boards will be better than others.
Posters are particularly well adapted to short-term showings.
For instance, mince meat can be advertised for a single week
preceding Christmas, an" auction sale can be advertised for
2 weeks preceding the date of the sale, etc. Boards, of
course, can be painted for a showing of a single week or a
single month, but the proportionate cost for such a short
term would be high.

POSTERS

PLACING AND PREPARING OF POSTERS

BIIYL POSTING

7. Bill posting* in America is controlled to a large
extent by an association known as the Associated Bill
Posters and Distributors. This association is a combination
of a great many individual bill posters in the various cities
and towns. These bill posters operate under a standard set
of rules, adopted and maintained by the association in order
that good service may be guaranteed the advertiser. Prices
for posting in the various cities of the association are regu-
lated by a committee of the association, which passes on the
value of the location, improvement of service, etc. The
population of a city is the principal factor in the fixing of rates.

The bill-posting franchises in the various cities and towns
are guarded jealously, and not every bill poster will be
admitted to membership in the association.

8. The Bill Poster and Distributor Magazine, which is
published in the interests of the Associated Bill Posters and
Distributors, is the official organ of this association for the
United States and Canada. All towns in the association,
together with the rates for posting in such towns, are listed

§32

OUTDOOR ADVERTISING

5

in this magazine. At present, the listed and protected
service of the association can be obtained in about 2,500
cities and towns, which include practically all places in the
countries just mentioned having 3,000 or more population.

Many small towns not in the association can be posted
through advertising agencies that handle posters. Through
the association and other bill posters, it is possible to cover
5,000 towns in the United States and Canada. The Associated
Bill Posters and Distributors, as the name indicates, will
undertake not only posting work, but the distributing of
circulars, etc. from house to house.

9. A few of the large advertising agencies act as solici-
tors for the association, and contracts for poster advertising
may be placed through them. These agencies at present
receive a commission of 16f per cent, on the amount of busi-
ness done with the association. Bill posting has become
such an important factor in advertising that the large agen-
cies have found it necessary to establish special departments
to handle this work. In such cases, only men experienced
in outdoor advertising are in charge.

10. Location and Size of Boards. — The boards used
by bill posters are put in any available position where a
poster is likely to attract attention. This may be a position
on the top of a building, a fence around a base-ball ground,
etc., the choice places being, of course, on the streets
traveled by many people. As vacant lots are being con-
stantly built up, there is much change in the location of
boards. In any town, the advertiser may select any location
that is not already under contract. A list will be submitted
to him previous to the time of posting, and he is privileged
to choose locations in advance. But, as a rule, no one
advertiser can get all the choice locations.

Bill boards must be made 9h feet high in order to accom-
modate posters that are 9h feet high, which is the standard
size. Boards are usually built about 10 feet high and of
varying lengths. .Sheet iron is used to a great extent, as it
is more durable than wood.

6

OUTDOOR ADVERTISING

32

11. Sizes of Posters. — The unit of space measurement
in poster advertising is the 1-sheet poster, the standard size of
which is 28 in. X 42 in. This is, of course, a very small
size, nevertheless it serves as a good filler for small odd
spaces and is used in "chance-may-offer" posting. The
1-sheet poster is also used extensively on the boards of the
elevated-railway stations of New York, where the short dis-
tance it is away from readers makes it as valuable as large

says

MY SON

its Sporting News
is the best, ^

All Sports , P
featured.

He likes tfee
Jokes and Stories,
Social and Per-
sonal News, and
School Notes.

He LIKES it.
so does all the
family.

BROOKLYN EAGLE

3 CENTS DAILY 3 CENTS SUNDAY

NEWS SELLERS MAKE A LIVING PROFIT

Fig. 1

posters would be under ordinary conditions. In Figs. 1 and 2
are shown examples of 1-sheet posters designed for use on
elevated-railway stations. These examples are rather inter-
esting, for they show the use of posters by a newspaper in
its advertising for circulation.

12. In Fig. 3 is shown a diagram that illustrates standard
sizes of posters all the way from 4- to 24-sheet. There

§32

OUTDOOR ADVERTISING

7

are also 28-, 40-, 48-, and 56-sheet posters, but all are the
same height as the 4-sheet, the length merely increasing
42 inches for each 4-sheet section added. The most common
sizes are the 8-, 12-, 16-, and 24-sheet posters. Bill posters
refer to a 24-sheet poster as a stand; it has an area of
approximately 200 square feet.

13. Three-sheet posters are used, but they are not recom-
mended for general use unless the advertiser plans to use

WE M 1 EAGLE

OX

IT HAS

MORE m
BETTER

SHORT STORIES and SERIALS
PUZZLES AND JOKES
LETTERS FROM CHILDREN
THAN" MY OTHER PAPER

AND BECAUSE WE ABE MEMBERS OF THE
EAGLE'S HUMANE SOCIETY

3c DAILY (AND WORTH IT) 3c SUNDAY

NEWSBOY AND DEALER MAKE A LIVING PROFIT

Fig. 2

also a single sheet in connection with the 3-sheet bill.
When a 3-sheet poster is sent to the bill poster, he is likely
to fill out the blank space with a single sheet advertising some
other commodity, and thus lessen the display of the 3-sheet.
A case like this is illustrated in Fig. 4, in which the Moxie
1-sheet poster was put above the Nosmellee 3-sheet poster.
Large posters are not made up altogether of single 1-sheet

Fig. 4

10

OUTDOOR ADVERTISING

§32

sections. Sometimes a section will be several times the size
of a single sheet. This printing: of a poster in irregular sec-
tions sometimes enables the advertiser to save in the cost
of color work, as only one-half of the poster may require two
colors. In folding, the sections are arranged conveniently
for the bill poster, and it is not well for the novice to inter-
fere with the arrangement; it is an easy matter to mix up the
sections and make the pasting up of the paper troublesome.

COST OF BILL POSTING

14. The rates for bill posting are fixed by the Associated
Bill Posters and Distributors for each year, beginning Janu-
ary 1. Rates are figured for so much per sheet per month,
whether a contract calls for one sheet or for a million. There
is no discount for quantity,' but there is a discount of 5 per cent,
allowed for a continuous 3 months' order and 10 per cent,
for a continuous 6 months' order. Orders will be accepted
for 1 day (minimum charge of 1 week, however) or for as
long as 6 months or a year.

The price for posting varies from the high rate charged
for boards in cities like New York and Chicago to the low
ones prevailing in smaller towns. In New York City, for
instance, at the time of preparing this Section, the general
rate is 16 cents per sheet per month (4 weeks constitute the
bill-posters' month) making an 8-sheet poster cost $1.28 a
month. In Buffalo, New York, the rate is 14 cents, and
in Fulton, New York (population about 9,000), the rate is
7 cents. This range from 7 to 16 cents gives an approximate
idea of the cost. On a general average of large and small
cities, the cost is about 10 cents per sheet per month, making
the average cost of showing a 24-sheet poster $2.40 a month.

15. In no town can an advertiser count on using all the
boards, for the simple reason that local, national, and theat-
rical advertisers are using them, and there is not a great deal
of vacant space at any one time. At any rate, it would be a
waste of money to engage all the space of any bill-posting

§32

OUTDOOR ADVERTISING

11

concern. A few posters placed in well-chosen locations will
give better returns than a large number of posters indiscrimi-
nately placed.

It is impossible to place posters according to population.
For example, compare New York with Chicago. New York
has a population far greater than that of Chicago, and yet to
make a good showing in Chicago the advertiser should use as
many posters as he would in New York. The reason for this
is that the population of Chicago, though much smaller than
that of New York, is spread over as large a territory.

16. Special Rates for Special Locations. — In a few

of the large cities the bill poster is compelled to pay high
rent for special locations. In cases of this kind, the adver-
tiser must pay a special price. These locations are known
as specials and usually cover 24-sheet space. In New York,
most of the locations on Broadway are specials. A location
at Forty-Second Street and Broadway costs $20 a week;
Fifty-Ninth Street and Broadway, $10 a week; at Sixty-Ninth
Street and Broadway, $5 a week; at Fourteenth Street and
Broadway, $10 a week. At the time of writing this Section,
New York is the only city in the United States that has
many special locations; Chicago and Philadelphia have few.

17. Examples of Cost of Covering Territory. — To
afford an idea of the cost of covering a city of good size, it
may be said that at the time of preparing this Section a lead-
ing advertising agency estimates that in Buffalo, New York,
a city of 376,000 population, twenty-five 24-sheet posters,
and two hundred 8-sheet posters would be required to make
a fair showing. This would make the cost for covering this
city with posters, $308 a month, to which should be added
cost of posters, and freight or expressage.

Another outdoor estimator figures that the state of Iowa,
with a population of about 2,500,000 can be well covered
with 8-sheet posters for $600 a month, giving 4 weeks'
showing in Des Moines, Dubuque, Burlington, Sioux City,
Cedar Rapids, Ottumwa, Clinton, and nearly 150 smaller
towns.

12 OUTDOOR ADVERTISING §32

BILL-POSTING SERVICE

18. Listed-and-Protected Service. — By listed-and-

protected service is meant an agreement on the part of
the bill poster to (1) post paper for a specified time on
boards that he owns or controls; (2) to replace, without
extra charge, during this specified time, any paper that may
be damaged by the weather or other cause; and (3) to furnish
within 3 days following the completion of posting, a list of
the locations of the boards on which the paper is posted.
In order that the bill poster may be able to render the
second service, he should be provided with renewal papers
as follows: 25 per cent, for 1 month and 100 per cent, for
3 months. In other words, if one hundred locations are
engaged for 3 months, 200 posters should be shipped.
Wind, rain, and snow do much damage to posters, and this
renewal feature is important.

19. Cliance-May-Offer Posting. — By C. M. O., an

abbreviation for "Chance may offer," is meant that posters
will be posted whenever or wherever there may be a vacancy
on the boards. The rate is 4 cents a sheet. No renewals
are made. The service is not listed or protected.

20. Sniping. — The term sniping is applied to posting
bills on ash barrels or space not under control of local bill
posters. This fly posting, or sniping, is carried on by bill
posters that do not work with the Associated Bill Posters
and Distributors. The advertiser receives no protection.
Ten minutes after his poster is placed on an ash barrel
another "sniper" may come along and cover up the poster;
or, if the poster is placed on a fence or building where the
sniper has no right to post, it may be torn down immediately.

PREPARING OF POSTERS

21. The cost of preparing posters will depend on the
number ordered. The cost of designing and making 8-sheet
posters in one color will be somewhere from 12 to 20 cents

32

OUTDOOR ADVERTISING

13

each, in lots of from 1,000 to 5,000. If a lot of 2,000 or
more is ordered, fine colored posters with from three to five
colors may be had at a cost of from 15 to 20 cents each.
Lots of 1,000 cost proportionately much more than larger
lots. Fine three-color and four-color posters have been
produced in large lots for from 15 to 18 cents apiece. Litho-
graphed posters are usually the finest; in fact, some of them
are almost as artistic as oil paintings.

Heretofore it has been impossible for a small merchant to
secure a small quantity of posters at a reasonable price. It
was necessary to buy 500 or 1,000 to get a price that would
justify the use of posters. Now, however, lots of 100 one-
or two-color posters can be obtained at about the same price
as those ordered in thousand lots. These posters are made
by a cheaper process by companies who make a specialty of
printing small lots. The colors, however, do not stand so
well, nor are the posters so good generally as the ones that
are lithographed.

22. Formerly, stone and wood were used exclusively in
producing posters. The stone process covered lithography;
the wood process covered what is know as the "block"
poster. Now, however, aluminum and zinc lithographic
plates are used extensively in poster printing,

A large poster for outdoor use, such as a theatrical poster,
made up chiefly of lettering and ornamental work, showing
possibly a silhouette portrait, would most economically be
printed from wood, provided the artistic finish of details is
not essential, as is usually the case with this class of posters.
On the other hand, high-grade pictorial posters are never
worked from wood, but are drawn on metal or stone, because
when thus drawn they are ready for printing. When drawn
on wood they must then be hand-engraved.

There are limitations in cutting soft wood beyond which
the engraver cannot go, as the light and shade effects in soft-
wood engraving are produced by ruling and cross-ruling
and, at best, are but a poor substitute for the stipple and

grain effects of lithography.
207—27

14

OUTDOOR ADVERTISING

§32

23. Posters printed by the zinc process are preferable to
those printed from wood. In lots of 1,000, posters can
be produced by the zinc process at about the price of those
produced by blocks. While block posters are used exten-
sively, they do not usually consist of more than three colors.
In the United States, not more than five colors are ordinarily
used in making a lithographic poster; in Europe, seven and
eight colors are used. In Table I is given a comparison of
the approximate prices of lithographic and block posters.
The comparison can be made only in a general way, because
each process is suited to certain classes of work.

TABLE I

PRICES OF LITHOGRAPHIC AND BLOCK POSTERS

Quantity

Number of

Number of

Price per Sheet, in Cents

Colors

Sheets

Lithographic

Block

1 ,000

I

8

i'i

1,000

2

8

3

2

1,000

3

8

4

2*

1,000

4

8

5

1,000

5

8

si

24. There is much difference in the quality of ink and
paper used in making posters. Thus, the ink used in one
poster may fade after a week's exposure to the sun, while
another may look fresh after being exposed for 3 weeks.
Bronze blue is the best blue to use in poster printing. By
using colored paper, which costs no more than white, a two-
color poster can be obtained with one color of ink. Thus,
dark-green ink on gray paper or paper of a very light green
tint gives a harmonious two-color effect. Very strong con-
trast may be obtained by printing red on a light-blue back-
ground. These combinations catch the eye more quickly
than most combinations do.

32

OUTDOOR ADVERTISING

15

KINDS OF POSTERS

25. Stock Posters. — Many lithographers deal in stock
posters, which can be had in any quantity to cover various
lines of business. The "stock" part of the poster is printed
in large quantities, leaving space in which a purchaser may
have his name and address and other information printed
without extra cost. Often, however, the space for wording is
not sufficient. By this plan, it is possible for an advertiser
to purchase good posters at very reasonable prices. As a
rule, however, stock posters, like stock cuts, are lacking in
individuality and should be used only where the advertiser
cannot afford to buy posters that fit his business particularly.
In Figs. 5 and 6 are shown examples of stock posters.

26. Manufacturers' Posters. — Many manufacturers
nowadays supply the retailers of their goods with very good
posters. In many instances, the manufacturer will print the
name and address of the retailer on the poster. The manu-
facturer sometimes finds it easier to get his goods on sale at
retail stores by agreeing to cover the city well with attractive
posters bearing the retailer's name as local agent. In Figs.
7 and 8 are shown good examples of manufacturers' posters.
Note the space left for name of the retailer in Fig. 8.

27. Hand-Painted Posters. — When an advertiser has
to cover only a few locations, hand-painted posters may
be used. An 8-sheet, hand-painted poster, the smallest
usually made, costs from $1.50 upward, according to the
design and the number of colors.

28. Posters for Elevated-Railway Stations. — In

cities like New York and Chicago, the elevated-railway
stations are used for advertising purposes. In such places
1-, 2-, 3-, 6-, and 8-sheet posters are used. Some elevated-
railway locations are exceedingly valuable.

Station entrances have a 3-sheet board, which in recent
years has been used mostly by the National Biscuit Com-
pany. The edges of the platforms have room for a stream-
ing banner that is utilized by national advertisers.

17

Fig. 6

Stock poster (3-sheet) — Reduced

Fig. 7

M anuf acturer's poster— ( Reduced)

KIRSCHBAUM
OVERCOATS

Fjg. 8

20

OUTDOOR ADVERTISING §32

PLANNING POSTER ADVERTISING

29. In planning poster advertising, regard must be had
for: (1) the copy and design; (2) the size; and (3) the
location.

COPY AND DESIGN

30. Necessity for Conciseness. — In preparing a
sketch for the artist, the advertiser must keep in mind that

Be Sure to Try

Oat Flakes

Made of Selected Oats,
Cleanly Prepared, Nutri-
tious.

1 0-cent Package Makes
1 0 Breakfasts.

At all Grocers.
Oat Flake Co., Grand Rapids, Mich.

Fig. 9

the poster will not usually be read from a distance of 15 or
20 feet, but may be 200 feet or even farther away from
readers. Furthermore, most people will be moving as they
read — either walking or riding. This necessitates that the
copy be as concise as possible and that the design be. simple
and bold. A great many posters are faulty either in having
too much copy on them or in being complicated in design
and consequently not easy to read at a passing glance. In

§32

OUTDOOR ADVERTISING

21

Figs. 9 and 10 are shown two forms of copy for an "Oat-
Flake" poster. The superiority of the copy in Fig. 10 would
be much more apparent if the two could be compared in the
size of actual posters. When these two exhibits are only
10 or 12 inches from the eye, Fig. 9 may seem to be the
better, but if read from a distance of 3 or 4 feet, the greater
strength of Fig. 10 will be apparent.

Poster designers are sometimes more artistic than prac-
tical. For this reason, many bill-posting campaigns are

Eat

Oat Flakes

Clean
Nutritious

Fig. 10

more successful from an artistic point of view than a finan-
cial point of view.

31. The Clysmic poster shown in Fig. 11 is a combina-
tion of an 8-sheet and a 16-sheet. There is entirely too much
copy in the 8-sheet portion. It may all be read in the illus-
tration shown here and doubtless was readable in the artist's
sketch when viewed across the width of a room, but as the
posters were on the boards and viewed from a distance of

24

OUTDOOR ADVERTISING

32

40 or 50 feet, there was little or nothing on the 8-sheet por-
tion that caught the eye. The bottle was good, but it was
blanketed with copy. There should have been less copy and
fewer lines in capitals. The 16-sheet portion is better, but
while the effort of the advertiser to have a distinctive style
of letter for the word Clysmic was commendable, the designer
went to an extreme and produced an arrangement that is not

JfaAes l/bu

£atSetter
Sleep Better
Feel Better

Pig. 14

very readable. Besides, in this part of the example, which is
the best-displayed portion of the combination, there is nothing
to let the reader know whether Clysmic is water or ginger ale.
This part of the poster was in two colors, black and red,
Clysmic being black with the word above and those below in
red. The bottle on the 8-sheet poster was in green, and the
principal display lines in red. With liberty to use these
colors, the designer should have produced an effective poster.

32

OUTDOOR ADVERTISING

2?

32. Examples of Bold Display. — By comparing the
poster shown in Fig. 11 with that shown in Fig. 12, it will be
seen that there is a great difference. The sizes of the posters
are the same, but the lettering in Fig. 12 is bold, and being
in white on a dark-blue background, was very legible. Only
one color was required for this poster; that is, blue was used
in printing, the white lettering being the white surface of
the paper showing through.

In Fig. 13 is shown another example of good display in
a 24-sheet poster. The lettering in the original was in black
on a white background, with a broad, red border. In Fig. 14
is shown another example of the excellent Moxie series.
This is a 12-sheet poster, with white letters on a black
background and with broad red border.

It is always advisable to avoid thin letters and script letters.
Thick, readable letters should be used, and the essential part
of the poster should be made to come out as strongly as
possible. Note the strength of the words "Ben Hur" in the
poster shown in Fig. 15. These letters could be seen blocks
away and instantly drew attention to the coming of this
famous show. The illustration shown here does not do
justice to the fine color effect of this poster. The words
"Ben Hur" were in white, trimmed with orange yellow on a
brown-red background. The words immediately above and
those below were in pure white. The top line was in
orange yellow.

In Fig. 16 is shown another example in which the princi-
pal words are brought out in strong display. The color
combination in this case was a white letter against a blue
background.

The student of color harmony will be well rewarded by
noting the fine color effects produced by the manufacturers
of high-grade posters.

33. Overdisplay. — As in other classes of advertisement
display, there is danger in trying to display too many
features. The poster reproduced in Fig. 17 could easily
have been made stronger. However, it has one good fea-

28

OUTDOOR ADVERTISING §32

ture that many excursion posters lack, namely, the price of
the trip. The low price is the attractive feature of an excur-
sion of this kind and should always be given prominence.
In the poster shown in Fig. 18, there is a better arrangement
of the points brought out in Fig. 17. This arrangement
would have been a still greater improvement had it been
possible in resetting to get the special type of the words
"New Jersey Central" shown in Fig. 17.

34. Incorporating a Selling Point. — The fact that
the wording of poster copy must be very concise does not
mean that the copy may not bring out a selling point.
There are entirely too many posters that simply announce
the name of an article and give no suggestion whatever of
its desirable qualities. There is no reason why a poster
may not in a well-expressed phrase bring out a strong point
of an article.

In Fig. 19 is shown a reproduction of an 8-sheet poster
that was very attractive and at the same time brought out a
selling point. When placed where it would be read at a dis-
tance not exceeding the width of a street, the lettering at
the top was perfectly legible. However, when a poster of
this kind is to be read at a distance of half a block or more,
use a 16- or a 24-sheet. This will permit a larger design,
and all lettering like that at the top of the poster in Fig. 19
will be readable. The color harmony of this poster was
excellent. The words "King Midas" were printed in white-
trimmed, rich-yellow letters on a blue field. The lettering
at the top and the bottom was in white. The white letter
against a blue background is not so strong as combinations
of black, red, orange, and yellow, but makes a clean, cool,
and attractive poster.

35. There is a selling point in each of the posters shown
in Figs. 12, 13, 14, 16, and 17. It is well not to make the
mistake of trying to introduce several sentences of selling
points. Poster advertising is different in this respect from
other forms. It is better to bring out one strong point in
two, three, or four well-displayed words. Where an article

POPULAR EXCURSION

ATLANTIC CITY

"THE PEOPLE'S PLAYGROUND"

SUNDAY JULY 28

f|ewjensej§ntrai

ROUND TRIP

TICKET

CHILDREN $125 * IN THREE HOURS

SPECIAL TRAINS

LEAVE

FOOT WEST 23» ST.
FOOT LIBERTY ST.

Fig. 17

$2.50

TO

$2.50

ATLANTIC CITY

SUNDAY, JULY 28

BY

ew Jersey Central

Round Trip Ticket
$2.50

Children, $1.25

3- Hour Train

Visit the
People's Playground

SPECIAL TRAINS

LEAVE

W.23d St., 7:50 A.M.
Liberty St., 8:00 A.M.

Fig. 18

29

207—28

30

§32

OUTDOOR ADVERTISING

31

has several good selling points, each of which can be
expressed in a few words, the advertiser may use a series of
posters with a different selling point in each, and thus have
a poster campaign that will be more educational than one in
which a single style of poster is used. With a city well
covered and the different posters well distributed, people
will be sure to see more than one, and in this way they
will become familiar with the various selling points.

36. Use of Illustrations. — The poster advertiser has
almost unlimited opportunity to illustrate. He may show
the natural colors of the article and show it full size or
much larger. Figs. 20 to 26, inclusive, show examples of
illustrated posters. It will be well to observe that these
posters, with the exception of that shown in Fig. 23, show
the article itself or the package in which it is sold.

The poster shown in Fig. 20 is an 8-sheet and in the origi-
nal was very attractive; that shown in Fig. 21 is a 16-sheet,
and presented a fairly good appearance on the boards. The
8-sheet poster shown in Fig. 22 has too much matter on it
to be effective at long range, but it was readable when
viewed from across a street. The display was in red and
black. Fig. 23 shows a reproduction of one of the artistic
posters used by the United States government in the work
of securing recruits for the naval service, and in the original
was a 24-sheet. It is as fine an example of appropriate
illustration as the Nosmellee poster, Fig 4, is of inappropriate
illustration. In the original of the poster shown in Fig. 24,
the eyes of the girl followed the reader as he passed.
Observe that the stencil lettering is an individual style used
in all None Such mince-meat advertisements. Fig. 25 shows
a fine example of the artistic, still-life poster. This design
is far above the tone of the usual beer advertisement.

37. It is impossible to do justice to the illustrative and
artistic side of posters by reproducing them in one color.
Therefore, the example shown in Fig. 26 is reproduced in
colors. This illustration serves to show what the poster-
maker's art can do in illustrating an article most attractively.

Fig. 20

33

25*50* $122 at DRUGGISTS
and DEPARTMENT SYO&ES

Fig. 22

34

38

OUTDOOR ADVERTISING

§32

The strength of this design is largely due to its simplicity.
A colored sketch with many artistic and superfluous details
cannot, when it takes its place on the boards, stand comparison
with a simple, bold poster, like that shown in Fig. 26.
It is a singular fact, however, that many people who
remember this poster cannot recall whether it advertised
Swift's ham or Armour's ham. The striking picture seems
to divert attention from the name. The advertising value
would have been increased by a stronger association of
ideas. While the balance of this poster is excellent, the
attention seems to be drawn to the negro's face and to move
downward. This being the case, it would have been better
had the name been included in the wording at the bottom.

SIZE

38. An advertiser carrying on a national campaign
requires more than one size of poster. In some cities, 8-sheet
posters can be used to advantage, but in cities like New
York and Chicago 24-sheet posters are preferable. In New
York, a 4-sheet poster would be lost; in fact, a jposter of this
size is limited in its usefulness no matter where it is placed.

It is better, as a rule, to post two towns with 8-sheet
posters than to post four towns with 4-sheet posters. As
the price for posting is by the sheet, the cost would be
the same in each case. Whether an advertiser should use
8-, 12-, 16-, 20-, 24-sheet, or larger posters, is a question that
cannot be answered generally. It is better to err on the
safe side, however, and use posters that are a little larger
than necessary than to use those that do not afford effective
display.

39. Many advertisers make the mistake of trying to
crowd into an 8-sheet poster matter that should have 20- or
24-sheet space. The result is that the poster makes a very
poor showing when placed alongside of other stronger and
more easily read posters. Two or three 8-sheet posters put
together cannot be made to give the strong display effect of

Armour's

THE HAM WHAT AM

Fig. 26

207 §32

§32

OUTDOOR ADVERTISING

39

a single 16- or 24-sheet poster, as the lettering will be too
small. But five or six posters of the character of the
Kirschbaum posters, Fig. 27, when placed side by side,
would make a unique display.

If an advertiser decides to have only one size, a 16-sheet
poster is a good size to adopt.

LOCATION

40. Careful consideration should be given to the location
of posters. It would not be advisable, for instance, to
advertise automobiles or champagne in a portion of a city
where people of the low-waged class live. The bill poster
can be instructed as to localities where the posters will do
the most good, and he will follow instructions to the letter,
provided the locations desired are not already engaged.

The boards are taken up with theater announcements
more during the fall, winter, and spring than they are during
the summer months. This is good for the general adver-
tiser, since the bill boards are at their best during the
summer when open street cars are used and people are out
in the open air a great deal.

TYPICAL POSTER CAMPAIGN

41. In order to illustrate how a poster campaign is con-
ducted, let it be supposed that a certain brand of mince meat
is to be exploited by the use of posters. In such a case, the
advertiser will select the state or city that he wishes to
cover, and he will probably put the account in the hands of an
advertising agency that makes a specialty of bill posting.
The agency will make a report on the size and number of
posters needed to cover the territory strongly, and will give
figures of the cost of preparing and posting the paper. If
the advertiser deals with the bill poster direct, he will write
to each town and find out how many posters the local bill
poster can use.

§32

OUTDOOR ADVERTISING

41

The best time for advertising mince meat is during- Novem-
ber and December. If posters are placed for one month,
starting a week before Thanksgiving, the display will carry
the advertiser practically up to Christmas. He can also
depend on a free showing for a short time, as a certain per-
centage of his posters will be displayed on the boards after
his contract expires. The reason for this is that the bill
poster will not cover the mince-meat posters until he has
resold the space. Sometimes posters remain up three or four
weeks overtime, and while the posters may become some-
what mutilated, the advertiser is getting this showing free.

This mince-meat advertiser will, of course, send the full
number of posters required for the location engaged and
25 per cent, extra for renewals.

42. The advertiser introducing a new article or entering
a territory new to him must decide for himself whether he
will post the town in advance of his salesmen, or after the
salesmen have placed the goods with the local merchants.
If the advertising firm is known to the merchants in the
territory in which the selling campaign is to be begun it is
possible to place the goods ahead of the posting, so that
every inquiry for the goods advertised will mean an actual
sale. It is, of course, a great advantage to be able to do
this. On the other hand, if the advertiser has not an
established reputation with the trade, or if it is a new article
that is being exploited — one of which the merchant will say,
"I won't stock that until I have some demand for it" — it
will be the better plan to post the paper a week or 10 days
before the salesmen reach the town.

In this mince-meat campaign, the salesmen should be
instructed about the amount of money to be spent for poster
advertising in each town. They should devote part of their
time to talking about the merits of the goods and the
remainder in talking advertising. The grocer of today is
not so much interested in the fact that a mince meat is better
than the average; he is interested most in the price, and what is
going to be done to help him move the goods off his shelves.

42

OUTDOOR ADVERTISING

§32

Liberal poster advertising- acts as a strong lever in doing
this, and the salesmen should make the most of the fact.

Such a campaign as this mince-meat campaign is easily
arranged, and with good work on the part of salesmen
should prove effective.

CHECKING OF POSTER ADVERTISING

43. As soon as any advertiser receives a list of locations
from the bill poster or his advertising agent, he should
immediately send his representative to check up the
showing. Before checking the display in a town, however,
the representative should call on the local bill poster to
ascertain whether it has been necessary to make any changes
in the -locations shown on the list. If the representative is
unable to find a poster as listed, he should report his diffi-
culty to the local bill poster, who will give assistance.

In any locality where the advertiser has no representative
or where it would be too expensive to send one, he can call
on the Western Union Telegraph Company. This company
will send out a local representative to inspect bill-posting
showing and report to the advertiser. This method of
inspecting is inexpensive.

SIGNS

44. A comprehensive study of outdoor signs comes
more properly within the scope of a course on sign making,
but as the advertising manager frequently has to purchase
and arrange for advertising of this kind, some general infor-
mation about it is necessary.

The organization of sign painters, known as the Adver-
tising Painters' League, is entirely separate from the Asso-
ciated Bill Posters and Distributors, though in many towns
of the United States the bill poster also controls the painted
signs. In a number of the larger cities, the painted boards
are controlled by firms that devote their entire time to
painted signs. These companies usually maintain a design-

§32

OUTDOOR ADVERTISING

43

ing department, and are equipped to do a very high grade of
work. There are also companies that make a specialty of
manufacturing tin and other metal signs and of placing them
throughout the country.

45. Cost of Painted Signs. — The best of painted signs
are prepared by high-class sign painters and scenic artists,
and the prices for such signs range from 20 to 50 cents per
linear, or horizontal, foot per month, with higher prices for
very favorable locations. This price is for boards of about
the standard bill-board height. Boards in very favorable
locations are usually sold at a specified price per board,
rather than by the foot. The price of the space controller
usually covers the cost of painting the design, repainting,
etc., though in the case of an unusually difficult design, an
extra charge may be made.

To present the best appearance boards should be repainted
every 6 months.

Contracts for this kind of advertising on regular boards
are usually made for a period of 6 months or a year. Special
contracts may also be made for signs on barns, walls, sheds,
fences, etc. It is said that a breakfast-food company once
paid $2,400 for a wall, that remained exposed for only
2 months, but the expediency of such a costly contract, may
well be questioned, no matter if the sign is in a position
where hundreds of thousands will see it. The spaces and
privileges secured along railway lines are bargained for, as
a rule, at low rates. Often farmers will allow the sides of
their barns to be painted merely for the good that the paint
does the woodwork. If it were necessary to pay a great
deal for space for some of this kind of advertising, it would
not be profitable.

46. Examples of Board Signs. — In Figs. 28, 29, and
30 are shown typical examples of high-grade painted
board signs. Observe that a selling point is contained in
each of the signs reproduced in Figs. 28 and 29. The excel-
lent color harmony of these signs, however, is lost here in
the plain black-and-white reproduction.

§32

OUTDOOR ADVERTISING

47

Fig. 31 shows some attractive painted boards. Note the
distinctive lettering used for the word "Proctor's." Fig. 32
shows this same board photographed from an elevation in
order to show the unsightly mass that the board hides from
view. This comparison is a good answer to the critics of
poster and painted-sign advertising.

47. The board shown in Fig. 33 is an example of highly
artistic board-sign work. It is generally known among
advertisers that this board was permitted to be placed in
position only with the understanding that the color scheme
was to be submitted to and approved by the National
Academy of Design, on whose land the board is placed.
The spaces are paneled and bordered with terra cotta,
robin's-egg blue, cadmium yellow, etc., together with neutral
tints combining most harmonious values. The work as a
whole attracted much attention, but more probably on
account of the artistic coloring than for the inscriptions.

48. At the present time, Dutch scenes and Dutch charac-
ters are popular among designers. The advertising-sign
painter has lost little time in recognizing and acting on this
fact by using Dutch figures in board-fence advertising. In
Fig. 34, the automobile advertisement is of this kind. Fig. 35
shows an example of Dutch design throughout, the board
itself being on this order. A little study will show the
student of advertising some artistic merits of this design
that would perhaps be overlooked in a cursory glance. The
Young's hats board in Fig. 34 is also very strong.

There is a danger in sign work as well as poster work of
being artistic at the expense of effectiveness, and the adver-
tiser should be on his guard. Fig. 36 shows some examples
of work that are effective as well as artistic.

49. Field Sign Boards. — Railroads that carry many
thousands of passengers daily offer to the advertiser a
medium for bringing his name or the name of his goods
before the notice of a large number of people. This has
led to the field sign, which may be seen in close proximity
to large cities. Department stores use field signs as a last

§32 OUTDOOR ADVERTISING

53

suggestion to the incoming shopper. Some department
stores combine the milestone idea with these signs; that is,
have the copy read "15 miles from Abraham & Straus,"
where the sign is just 15 miles from the store, etc. In
arranging for field signs, it is well to provide that they shall
not be placed so close to the railroad that they flash by before
the travelers can see them or so far away as to be obscure.
Judicious placing is very important. Fig. 37 shows a double
row of detached field boards. It being necessary to read
such signs quickly, little detail should be used in the designs.

50. Wall Signs. — Fig. 38 shows a unique advertise-
ment that was painted on a large dead-wall space on Broad-
way, New York City. The price paid for the use of this
space was probably very high, because few such spaces are
available on great thoroughfares like Broadway, where a
great local and transient public is sure to see a conspicuous
advertisement. In the example shown, the figure of the
man is of colossal proportions and about 60 feet high. The
upper part of the head is carried above the top of the wall
by ingeniously building it up with boards and bracing it.
To add to the realism of the advertisement, the water run-
ning from the bottle into the glass, instead of being painted,
was a stream of running water piped through the wall. The
tumbler was built out enough to receive the water, which
was piped back into a sewer.

In Fig. 39 is shown another dead-wall advertisement of
the Wilson series. For days before the sign was painted on
the wall, 'the space was covered with the phrase "What will
the parrot say?" The object of this was to excite curiosity
and to get additional attention when the real advertisement
was painted. Both of these Wilson advertisements are of
the extreme reminding kind, no information as to the merits
of the whisky being given.

51. Illuminated Signs. — On the tops of many build-
ings in the large cities, advertising boards of ample propor-
tions are placed where they may be read from the main
thoroughfares. Many of these are illuminated so as to be

55

56

OUTDOOR ADVERTISING

32

read easily in the evening. In Fig. 40 is shown a repro-
duction of a photograph of an advertising sign illuminated.
The electric lamps used to illuminate the sign are hidden
from view, and the light is thrown on the face of the sign
by strong reflectors placed at the top of the board.

52. Electric Advertising Signs. — Electric-sign adver-
tising is a branch of outdoor work that is developing rapidly.
In the cities, the electric sign gives the advertiser oppor-

Fig. 39

tunity to reach, at night, the people that walk or ride on
the principal streets. In large cities like New York, Chicago,
Philadelphia, Baltimore, Boston, St. Louis, etc., there are
great crowds on the principal thoroughfares for a number
of hours of the night, particularly in the theater districts.
While the publicity afforded by signs is mostly name pub-
licity, this kind of advertising is often what the local adver-

32

OUTDOOR ADVERTISING

57

tiser needs to keep his name and location before the public,
and it is a powerful support to the magazine, newspaper, or
street-car advertising of general advertisers.

53. Many electric signs are of the "flash-light" kind.
In these, the advertisement appears a word or two at a time

Fig. 40

until it is complete, and then the lights are suddenly shut off;
or, all the lights appear at once, and after remaining long
enough for the advertisement to be understood, they are
shut off for a few seconds. In a sign of the character of the
famous Heinz sign at Atlantic City, New Jersey, there may
be half a dozen or more advertisements, which rotate.

Courtesy New York Edison Company

Fig. 41

§32

OUTDOOR ADVERTISING

59

54. The electric-sign makers produce some ingenious
effects in moving illustrations and borders. These effects are
accomplished by having the lights travel along the frame-
work of the sign. Colored lights add to the pictorial effect.
Some of these special signs are very elaborate and call for
strong framework. They are often planned in all details
before the advertiser is solicited.

In Fig. 41 is shown a reproduction of an elaborate electric
sign that attracted a great deal of attention in New York City.

It has been demonstrated conclusively that moving devices
will attract more attention than those which do not move.
Consequently, even outside of the great field of electric-sign
work, the electric current serves advertisers well as a means
of producing motion in barber and bootblack signs, in
window displays, etc.

HOUSE PUBLICATIONS

INTRODUCTION

1. The terms house publication, house organ, and
house magazine are applied to periodicals issued for the
special purpose of extending the business interests of the
persons or firms publishing- them.

A house publication is quite distinct from a periodical
issued as an independent enterprise and for which a sub-
scription price is charged. Some publications, however, that
are started as house magazines get to the point where a
subscription price may be charged, and others have outgrown
their original purpose and have been converted into magazines
of general interest. This is true of the "Four-Track News,"
of New York, which was started as a means of advertising
the New York Central Railroad, but is now a magazine of
general interest to all persons that travel or that like to read
of interesting travels and places.

There are a great many advertisers publishing house maga-
zines, and while many of these publications are discontinued
after being published a year or more, the long time that a
number of them have existed indicates that this form of
advertising is profitable to some advertisers if it is managed
judiciously. Owing to the cost of editing, printing, and
mailing, the method of advertising by means of a first-class
house publication is an expensive one; close attention must
therefore be given to the plan in order to make it profitable.

COPYRIGHTED BY INTERNATIONAL TEXTBOOK COMPANY. ALL RIGHTS RESERVED

§33

207—30

2

HOUSE PUBLICATIONS

§33

CLASSIFICATION OF HOUSE
PUBLICATIONS

2. House publications are of two general classes:
(1) Those sent to salesmen, agents, or retailers; and (2)
those sent to prospective consumers.

Most house publications are issued once a month, but
some are issued only quarterly or at irregular times to meet
the needs of the business of the advertiser.

Whether sent to prospective consumers or to salesmen,
agents, or retailers, the preparation of the house publication
is properly a part of the work of the sales and advertising
departments.

HOUSE PUBLICATIONS FOR SALESMEN, AGENTS,
AND RETAILERS

3. The "I. C. S. Messenger," Fig. 1, issued by the
International Correspondence Schools, of Scranton; "The
57," Fig. 2, issued by the H. J. Heinz Company, of Pitts-
burg; "The Larkin Idea," Fig. 3, issued by the Larkin Com-
pany, of Buffalo; and "Modern Sanitation," Fig. 4, issued by
the Standard Sanitary Manufacturing Company, of Pitts-
burg, are good examples of house publications intended to
assist salesmen, agents, and retailers. In the case of the
Larkin Company, agents and consumers are one and the
same, this company's plan being to make an agent of every
customer that will consent to become one.

4. The house publication issued in behalf of salesmen
and agents affords a most convenient method of sending out
important and interesting information about goods, the
methods of manufacturing, the policy of the firm, changes in
prices and discounts, changes in the plan of selling goods,
successful selling schemes, salesmanship talk, etc. It also
affords opportunity to publish details of the contests that

February H, 190S

to "Official Messenger

New Series, No.

I. C. S. WINS
GRAND PRIZB

(THE HIGHEST POSSIBLE AWARD)

And Four Gold Medals

AT THE

Louisiana Purchase Exposition

The Grand Prize, which far surpasses in honor all Gold
Medals, was awarded for Courses in Education, Methods of
Instruction by Phonograph, and Instruction by Correspondence.

IN

In addition to the Grand Prize, the highest Prize awarded, we received
Four Additional Awards:

A Gold Medal on the subject of Compilation. (Meaning excellence
in the preparation of original textbooks.)

A Gold Medal for our Language Department.

A Gold Medal for our Department of Arts and Crafts.

A Gold Medal on the subject of Teaching English to Natives of the
Philippines.

While the awards have been made, the Diploma for the Grand Prize,
and the Gold Medals have not yet been issued, but we have obtained the
Ribbons of Official Acknowledgment of having been awarded the Grand
Prize, and are just sending duplicates of these Ribbons to each of our
District Offices.

WITHOUT A RIVAL
EDUCATION BY CORRESPONDENCE *

Copyright. 1906.

Fig. 1

3

4

HOUSE PUBLICATIONS

§33

most large selling organizations arrange among their sales-
men and agents, the names and relative standing of the
contestants at various stages of the contests, the working
plans of the successful ones, etc. A publication of this kind
should be an attractive bulletin of information from the man-

Vol. X PITTSBURGH, U. S. A., 1906. Xo.

ALL RECORDS FOR VISITORS BROKEN.

Over 25,000 Persons Registered at the Heinz Main Plant in Pittsburgh Last Year— Came
From All Parts of the. World.

EHHERE were over 25,000 visitors taken
through H. J. Heinz Co.'s Main Plant in
Pittsburgh last year. Every one of them was
enabled to see just how the famous "57 Varie-
ties "of pure food products are made and every
one of them was encouraged to ask questions.
H. J. Heinz Co. do not believe in closed doors.
Instead of resting content with the announce-
ment that their goods are pure and clean, they
take visitors through their plant from top
to bottom and let them see the conditions exist-
ing for themselves. And no visitor can leave

the premises unconvinced. The facts present a
case that is without a flaw.

The Heinz Main Plant has really become one
of the show places of the United States.
For years the knowledge that visitors are wel-
come has existed in Pittsburgh and throughout
Pennsylvania, but now this knowledge is com-
mon everywhere, and visitors coming from all
over the world are going through the model
kitchens in an almost unending stream. There is
scarce a day when there are not seventy-five or
a hundred callers and often, at one time, a half

Fig. 2

ufacturer to those distributing his product. If conducted by
practical writers and printed and illustrated well, it really
becomes an invaluable part of a sales organization. Though
extremely important information is usually sent in personal,
communications, concerns that employ many salesmen or

§33

HOUSE PUBLICATIONS

5

agents, will find in the house publication an economical
means of imparting valuable information to those on the
"firing- line" of commercial battles.

5. Use of House Publications in Educating Sales-
men.— In Fig. 5 is shown a reduction of a page of the

Copyright 1906 by Larkin Co.

Fig. 3

"I. C. S. Messenger," which serves to illustrate how a
house publication may be used to educate salesmen. In this
case, representatives and students working to enroll others
are shown how to meet some common objections raised by.
prospectives.

6

HOUSE PUBLICATIONS

§33

The fault that most salesmen find with the house publi-
cations issued from the headquarters of their firms is that
many of the plans set forth are impracticable. This criti-
cism is undoubtedly often well founded, and is due to the
fact that the preparation of the house publication is occa-

MODERN
SANITATION

Standard ^AHitar^lDfg. Co-

publishing DEPARTMENT, PITTSBURGH, USA.

NEW YORK - LONDON - CHICAGO

Fig. 4

sionally left to some one that possesses the ability to write
well, but has either had no experience in doing- what he tries
to help others to do or lacks the ability to convey sound
ideas to others. Probably no firm can afford to put its best
salesman at work on a house publication, but if an active
part in the preparation of the magazine cannot be taken by

How to Open a Conversation About Enrolling

in the I. C. S.— Continued

I HAVE NO TIME

You have 24 hours a day the same as other people,
and by apportioning the time judiciously you can at
least find half an hour to an hour a day; picture to him
Schwab, Corey, and Carnegie working 15 hours a day
at the rolling mill, the very hardest kind of work, yet
finding time to study, and what results came of their
study; the students whose letters you have read
worked all day just as you do, and secured their
advancement by spare-time study, successful men are
always occupied, but they find time for self-improve-
ment, the most important work of alL

I NEED RECREATION

Qualify yourself for advancement, and then you can
have all the money and recreation you want; what is
a brief good time worth compared with permanent
success? Roller-skating, picnics, excursions, parties,
and loafing will never earn you anything; improve
your spare time in a profitable way, a change to mental
work will be a rest and recreation anyway

WILL ENROLL LATER IN THE FALL

If you enroll now you will be able to get the salary
increase just that much sooner Every month you put
it off is a month longer on low pay and poor position.
If the Course should increase your salary only $10 a
month, every month lost would be $10 lost, to put off
until fall at that rate would half pay for the entire
Course Wherever you work, there is somebody else
trying for the same promotion as you, the position will
go to the best Qualified man YOU can gain 3 months',
start now, and so can the other fellow Which will it
be by fall, you or your competitor that will be 3 months
ahead? All your life you've been drifting down stream
away from promotion, you've got to take hold some-
time, and every month put off you're just that much
farther off, and will have that much more to make up.
The good chances don't come and wait for people to
get ready, if one came to you next month, would you
be thoroughly qualified to hold it? You don't know
HOW soon your best chance is coming, and if you don't
begin to get ready for it, it will take the other fellow
who IS studying; the time to begin is not next month,
but NOW

CAN'T AFFORD IT

Of course, the best way is to pay it all down, but if
you can't pay cash, you don't owe the whole amount
at once, but only so much on such a day each month.
It's like cigars or car fare, you pay out for them the
price of two Courses in a year, but you're not afraid
to go in for them.

The Course won't really cost you ANYTHING. In
thinking of a course of study you want to consider that
it is not like groceries, so much out and gone, but the
$10 a month is really put away in a kind of bank,
where after a few months you can be taking it out in the
shape of a $10-, $20-, or $50-a-month raise in salary, and
using it, not 7 months, but 70 or 170, or 270 months,
as long as you keep on working.

There are only two ways to get the kind of knowledge
needed for a good position. One is by putting in 4
years at college at $800 a year, you can't afford that
money, to say nothing of the time and wages lost for
4 years. The other way is by an I. C. S. Course of
study costing $10 a month for a few months. It is
absolutely the ONLY way you can take to get a good
position, and you CAN afford it, You CAN'T afford
NOT to take it.

If you work hard every day and yet have so little
money to spare, isn't it about time to do something to
increase your earnings? The only way you can quickly
increase your earnings is to rapidly increase your effi-
ciency, and the only way to do that is to make a sudden
increase of your knowledge of the business through
this Course of study.

IT'S TOO HOT TO STUDY

A student who will only study in cold weather pun-
ishes himself. The Schools have enough letters on file
to make several very large books, the general purport of
which is. "Oh, if I had only taken up that Course
when I first wrote you about it! I have just missed
a fine position, at largely increased wages, because I
wasn't prepared to fill it. I lacked just the special
knowledge I could have had from the Course." The
writers of these letters never have to be coaxed to study
in summer NOW

Persons that suffer most from the heat are those
that have nothing to occupy their thoughts. A man
who is interested in his studies doesn't know it is hot.

It is no harder to read an Instruction Paper in sum-
mer than to read a newspaper. How many summer
days are hot enough to prevent you from reading the
daily news?

The man who promises himself that he will enroll
next fall is only trying to deceive his conscience. He
may not know it; but he is weakening his will-power,
and it is will-power — power to do what one knows he
must do to succeed — that makes the man. A man of
weak will — one who will study some day, but not now
— will always be down in the world, always in "hard
luck"; frequently out of work, and, when employed, it
will always be at low wages.

The dangerous habit of "putting off" has ruined the
lives of more promising young men than drunkenness.
The difference between a man that makes a failure of
his life arid the man that succeeds is simply this. The
failure is going to begin "tomorrow"; the success
begins TODAY

The men who "get there" are those that study for
self-improvement in summer, or whenever they have
time. They don't let the weather keep them in inferior
positions at small wages. They don't make excuses
to themselves when they ought to be up and doing
They don't work for wages barely enough to keep soul
and body together, either.

It is actually cooler by the thermometer when you
would study in the summer mornings and evenings than
in' the heated room where you would study in winter.

If you have lessons and textbooks at hand, you will
be likely to study, since you are interested in the sub-
jects taught; while if you have nothing of the sort at
hand, you certainly can do nothing in the direction of
study.

During the hot months, you can get through your
easy preliminary studies, such as Arithmetic and Draw-
ing, and when the long fall and winter evenings come
you will be working on the subjects that will do you
the most good, and you will not have to lose the best
part of the year studying preliminary work. You will
easily save 6 months to a year in obtaining your
Diploma.

More employment changes come in the fall and
about the lirst of the year than any other time, and to
"be ready for these you will have to study during the
summer.

This usually idle summer time is your time of the
greatest opportunity. When others lag in the race for
success, you should make it a special point to "dig in"
and take advantage of diminished competition.

Fig. 5

7

207—31

8

HOUSE PUBLICATIONS

§33

some one thoroughly experienced as a salesman and at the
same time able to write well enough to give intelligent and
practical suggestions, then the person that has charge of
getting it out should secure for publication the experiences,
plans, and ideas of successful salesmen and agents. In this
way, the publication can be made a "clearing house" of
good plans and a bulletin of fresh selling points; and it
should serve to induce the less successful salesmen to follow
the methods of the more successful ones. It is often advi-
sable to offer premiums in order to get accounts of good
working plans from salesmen.

The house magazine affords great opportunity to create
and keep up enthusiasm and a cooperative feeling among
salesmen and agents. It does not by any means take the
place of letters sent direct to salesmen, but it covers a broad
field and is a strong link between the firm and the represen-
tatives in the sales field.

6. Helpful Articles for Retailers. — A fine example
of how valuable a house magazine may be to the retailer
is afforded in "Modern Sanitation," which is published by
the Standard Sanitary Manufacturing Company. This publi-
cation not only exploits the Standard plumbing supplies and
shows the retailer what the company is doing in the way of
aggressive advertising, but it gives the best selling plans
for retailers, the most practical ideas for window displays, etc.
In it was published a series of articles on bookkeeping sys-
tems for the plumber and another series on the principles
and practice of plumbing (see Fig. 6). These, together with
the many well-written and well-illustrated articles on subjects
allied to plumbing and sanitary work, make this magazine
one that every plumber and plumbing-supplies company must
value highly. Although the manifest purpose of this publi-
cation is to keep the products of the Standard Sanitary
Manufacturing Company constantly before the trade, it is
decidedly interesting and educational. When, for instance,
public attention was turned toward Japan during the Russo-
Japanese war, "Modern Sanitation" published some inter-

§33

HOUSE PUBLICATIONS

9

esting articles on the cleanliness of the Japanese, their
lavatories, unique bathtubs, etc. "Modern Sanitation" gives
the Standard Manufacturing Company opportunity to describe
and illustrate its goods to the trade in detail, which it could

20

ODERN SAN1

1 O N

Pumps for house service are usually
fitted up to work automatically. The
manner of so connecting a Quimby
Pump is shown in Fig 102 The

Pig m

pump is operated by a direct con-
nected electric motor that is controlled
by a weighted float in the house tank
When water in the tank is low, the

weighted float raises the chain and
counterweight, a, until the disc, b, trips
the switch lever, c, throwing the con-
tact bar, d, over, as shown by dotted
lines, to close the circuit and turn the
electric current on to the motor Then,
as the tank fills with water, the float
raises and the counterweight pulls
down on the chain until the upper disc
trips the lever, c, thus breaking the cir-
cuit and shutting off current from the
motor. By adjusting the two discs
the pump can be made to operate under
the slightest loss of head in the tank,
but it is better to so place the discs
that they will close the switch when
the tank is almost empty and open it
when the tank is full This avoids
frequently starting and stopping the
pump and insures a frequent change
of water in the tank.

Screw pumps run at speeds ranging
from 900 to 1,400 revolutions per
minute, according to their size and the
service under which they operate
Direct current ito, 220 or 500- volt
motors of General Electric, Crocker-
Wheeler or Sprague types, are found
most satisfactory for this work.
The size, capacities, etc., of Quimby
Pumps can be found in the following
table •.

Table XXXVIII

SIZE AND CAPACITY OF QUIMBY PUMPS

Size

Gallons
M&'te

Gallons

Head

Horse-

Piping

Extreme
Width

Extreme
Length

Extreme
Height

Approximate
rfefWeight

Suction

Discharge
Inches

2

8M

500

100

}i

1

18

42

18

325

2-A

400

200

I*

24

48

18

425

*<A

16^

1.000

100

\'A

24

54

18

625

1'A-A

13}*
34

800

200

2

2

l}4

24

54

24

675

3

2,000

80

2

2K

2>4

24

60

24

975

3-A

30

1,800

160

Wi

2*

30

66

30

1. 100

Fig. 6

hardly do economically in the pages of the high-priced maga-
zines, nor so effectively in a mere catalog, for a catalog
would not command the interest that the high-grade house
organ does.

10

HOUSE PUBLICATIONS

§33

7. The H. J. Heinz Company pursues a policy somewhat
similar to that of the Standard Sanitary Manufacturing- Com-
pany by publishing in "The 57" a series of advertising lessons
for grocers, including model general advertisements and
"Heinz" advertisements, cuts of which are furnished free
to grocers applying for them. Other house publications

No. 781 PLATED PRIZE CUP

13}£ ins. high ; 6}i ins. diameter of top

•J Burnished, with French gray mounts — Gold lined
•J This can be furnished with pedestal if desired

Fig. 7

offer circular literature and car cards, show good window
displays, give aid to store management, tell about special
campaigns, etc.

These large concerns realize that, although the periodicals
they send out are merely branches of their advertising plan,
they must, in order to command the attention of the retailer,
publish interesting matter that aims for more and better

§33

HOUSE PUBLICATIONS

11

business and larger profits for the retailer. Such publications
bring immediate results, and the general influence that they
exert over future business and the assistance that they give
salesmen are considerable.

Fig. 7 shows a page from "The Wallace," a house maga-
zine published by R. Wallace & Sons Manufacturing Com-
pany, silversmiths. This reproduction serves to illustrate
how this house keeps the trade advised of some of its new
designs in silverware.

House publications do not take the place of trade-paper
advertising, but they do a work that cannot be done by
trade papers.

HOUSE PUBLICATIONS FOR CONSUMERS

8. Where the magazine is one intended especially for the
consumer, the matter published in it must be of a somewhat
different character from that of a publication intended for
salesmen, agents, and retailers.

The Winton Motor Carriage Company, of Cleveland, Ohio,
on receipt of an inquiry about an automobile, immediately
places the inquirer's name on the list to receive its house
organ, "The Auto Era," Fig. 8, for a year. This concern
believes that the reading of interesting matter about automo-
bile trips and automobiles, and particularly about the Winton
machine, will eventually influence the inquirer to purchase a
machine and to select the Winton when he does buy.

When the John C. Moore Corporation, of Rochester, New
York, receives an inquiry about a loose-leaf ledger system,
the name of the inquirer is put on the list to receive "Moore's
Monthly Messenger," Fig. 9, for a while. This little publi-
cation is filled with practical articles that tell about new
accounting methods and particularly the methods that employ
loose-leaf books. It is probable that a person receiving this
book for a number of months would not only become a con-
vert to loose-leaf methods of accounting but would become
so well acquainted with the publishers and the goods they
manufacture that he would purchase an outfit from them in
preference to any other manufacturer. In this case, the house

12

HOUSE PUBLICATIONS

§33

organ does a needed missionary work in promoting loose-
leaf methods of accounting, and, in addition, advertises the
manufacturer's own special products.

9. Where house organs are sent to prospective con-
sumers, it is even more important than with publications

THE AUTO ERA

Mr. Geo. W. Pittinger. of Asbury Park. N. J..

A THOUSAND MILES OF ENJOYMENT

BY JOHN H. ALLEN

IT was my fortune last winter to make
a thousand mile trip in a Winton
Model K through California and the
northern part of Mexico.

We left Santa Barbara at eight o'clock
in the morning, and arrived at Los An-
geles that afternoon at four, making a
distance of no miles, without so much
as a sooty plug. The next day we
traveled 180 miles, over mountains,
across rivers and deserts, without a
single mishap. During the two weeks'
trip our only expense bill was $5.00,
spent in repairing a spring which
snapped with us in a hole, while crossing
the San Diego River. I don't believe

it possible, traveling day after day as we
did. that any other car could duplicate
the work of this Model K, and as foi-
riding qualities she is A No. t, and I am
sure she had a good chance to demon-
strate them on some of those Mexican
roads. Her power is immense, only fail-
ing us once— that time we got stuck in
the Tihuana River, Mex., and were com-
pelled to call upon the animals. But I
wish to say that though we were stuck,
our total time spent in the submarine
state did not exceed ten minutes, while

a large 50 h. p. didn't see land for

nearly two hours after getting into the
same place we did.

Fig. 8

sent to salesmen and agents that the matter published be of
an interesting character. The prospective customer does
not have the same interest in the affairs of the manufacturer

§33

HOUSE PUBLICATIONS

13

that an agent or salesman would have, and the publication
must be of such a character that it will command attention
and create interest.

In Fig. 10 is shown a reduction of the first page of a
house magazine called "The Money Saver." This publica-

MOORE'S MONTHLY MESSENGER 205

The Statement Ledger

BY PHILIP T. PROBST

THE economy of time is of vital importance to the retail merchant-
His, is a business generally composed of small sales and petty details
and to keep up with and ahead of this complex condition much strenuous
and unnecessary effort must be employed unless his business is properly
systematized. We frequently marvel at the ease and smoothness with which
some business houses conduct their affairs while others seem to be buried in
constant confusion. The key note of the situation is system or lack of
system. System in its proper sense does not mean a red-taped method for
handling detail, but a method of arriving at the needed information with the
least amount of work.

The mission of this article is to show the way to a better method, a
method that will bring greater results with a big discounting of labor.
There are still many merchants who are using the same old methods of
accounting handed down to them by their fore-fathers. The fact is, the
majority of retail merchants to-day cany their transactions from their

No. 1. Showing Ledger Binder Filled With Sheets.

Fro. 9

tion is sent out by Clarke Brothers, of Scranton, Pennsyl-
vania, to the homes of farmers and residents of small towns
and villages around Scranton, and thus covers a field that
could not be covered fully by advertisements in the daily

Volumb 1 JULY, 1906

Published Monthly for the Patrons of Clarke Brothers' Stores Subscription Price, Your Kind Attention

mark Chain's Ideal Gentleman

n fiero or tbe Kearsarse

SPEAKING to a large New York audience a few weeks ago. Mark
Twain made passing reference to the communications that he
receives from strangers who ask for his counsel or advice.
"Here is such a request", he said. "It is a telegram from Jop-
lln, Missouri, and it reads: 'In what one of your books can we find
the definition of a gentleman?' I have not answered that telegram",
he continued. "I couldn't. It seems to me that if any man has just,
merciful, and kindly instincts, he will be a gentleman, for he will
need nothing else in this world."

Taking from his pocket a letter from William Dean Howells, the
speaker went on:

"I received the other day a letter from my old friend. William
Dean Howells — Howells, the head of American literature. No one is
able to stand with him. He is an old, old friend of mine, and he
writes me1 'Tomorrow I shall be sixty-nine years old.' Why, I am
surprised at Howells writing that, 1 have known him longer than
that. I'm sorry to see a man trying to appear so young. Let's see;

Howells says now, 'I see you have been

burying Patrick.

There was sil
the great humorist and
stood there apparently oblivious to his
audience, reminiscence working in his
heart. Then with spontaneous elo-
quence he delivered the following noble
tribute, which must rank among the
loftier expressions of democracy —
Mark Twain's conception of an Ideal
gentleman:

"No. he was never old— Patrick. He
came to us thirty-six years ago. He
was my coachman on the
drove my young bride to our
He was a young Irish:
lithe, honest, truthful, and he
changed in all his life. He really was
with us but twenty-five years, for he
did not go with us to Europe, but he
never regarded that as separation. As
the children gre
guide. He was a
efEection. 1
Hampshire last sur
was just as black, h
blue, his form just ;
heart just as good as on tn€
first met. In all the long year
never made a mistake. H
needed an order: he never received a
command. He knew. I have been
asked for my idea of an ideal gentle-
man, and I give it to you — Patrick
McAleer."

THE story of the death of a hero, an enlisted man of the navy
who, although mortally Injured, wanted to go to the assistance
of perishing comrades, and whose delirium during the period
between the time he was injured and the time he died was con-
fined solely to carrying out his duties, has just reached Washington
on the battleship

through the naval officers

arge

Bay.

sed It.

three hundred

of smokeless powder became ignited in the forward 13-Inch
gun turret, killing nine men. There were many heroes that day, both
among the dead and living, but the case of Turret Captain Julius A.
Koester stood out in bolder relief to those who saw.

Target practice for that day had been finished and the crew of
the forward turret were cleaning things up. Koester was directinff
the extraction of unexploded powder and of an undischarged shell
from the breech of the gun. Three sections of powder were on the
floor. A pair of iron shell tongs struck an exposed electric switch.
There was a "short circuit'' of a powerful current, a fusing of metal,
~ -e dropped on the

burned. Somehow
;d to get out of the turret,
iner was he outside than he
go back in to help those i
there. An ensign ran for-
s first words to Koester.
there sightless and dying,
lothes and flesh burned away,
"Don't touch yourself." Koes-
= doing his best to keep on with

and who learned,
npany

Wanamaker'
knows

railroad,
authority which h-

declare bankruptcy. He had an opportunity to
sell his stock, which he declined, scorning to take money for that
which he knew to be worthless.

Luck means rising not later than six
ning, living on a dollar a day if you earn two,
business and not meddling with other people's.

failed to ke( _

usting in God and your own resources. — Farm Journal.

Cbe American Ren

POETS may sing of the glory of the eagle and artists may paint
the beauties of birds of plumage, but the modest American hen
is entitled to a tribute for her industry, her usefulness and her
productivity The American hen can produce wealth equal to
the capital stock of all the banks of the New York Clearing House in
three months and have a week to spare. In less than sixty days she
can equal the total production of all the gold mines of the United
States. The United States proudly boasts of Its enormous produc-
tion of pig iron, by far the greatest of any country in the world, and
yet the American hen produces as much in six months as all the iron
mines of the country produce in a year In one year and ten months
she could pay off the Interest- bearing debt of the United States."—
Congressman Dawson, of Iowa, in the House.

Fig,

Wftat's tDe Answer?

WHILE the United States was negotiating with the new French
Panama Canal Company for the purchase of the Panama
Canal. P. Buneau- Varilla. the French engineer who had been
connected with the French company, was in the office of
Secretary Taft, of the War Department, explaining his plans for the

"Why, my dear Mr. Secretary." he said, "these plans are perfect.
With these plans the canal can be dug in seven years."
"When did you make them?" asked the Secretary.
"Oh. about ten years ago."

•T'hen," said the Secretary, as he turned to his work, "why didn't
If there was an answer, P. Buneau-Varllla did not think of It

. 10

14

IK MONEY SAVER.

The Money Saver \

Published Monthly by Clarke Brothers v
West Scranton, South Scranton, North Scranton, Carbotidale, Olyphant, Dunmore.

<£t>erybobu (#ets a Square Deal

We are always interested in knowing what our customers think of us. If
any one happened to have an unfavorable opinion, we would be glad to know
about it, for if it had been created by any fault in our service, we would get to
work immediately to correct the fault.

The other day we had repeated to us some remarks made by a woman
who has been dealing with us for years, and they were remarks that pleased
us more than anything she could have said.

She said: "What I like about Clarke Brothers' is that everybody gets
treated just alike, whether rich or poor, whife or black; the clerks seem just
as anxious to wait on me as they do on those that have a thousand times as
much as I have."

Our customer is right in believing that we strive to treat everybody
alike as well as to treat everybody well. And this means more than simple
courtesy in the stores. It means that we give everybody the same low price.
Ours are all strictly one-price stores. Buying goods for six stores in the large
quantities that we do buy them, we are always able to sell at a very low mar-
gin of profit; and the price, is the same to all. Everything is marked in plain
figures. We have nothing to say against other methods. Every merchant
has a perfect right to run his business the way he wants to run it. But
there's no getting around the fact that with the low prices our enormous
sales enable us to fix, with our policy of one price and the same treatment to
all, and our plan of allowing customers to share in the profits, make our sys-
tem of doing business the geniune square deal between merchant and cus-
tomer.

Let's get acquainted !

Summer Styles
in Dress Goods

AltDays (Setting in tfy? Heroest (Boobs

There was an item in a magazine recently about a Yankee merchant that
started a store in London, England. A conservative native competitor across
the street became worried over the energetic methods of the American, and
after thinking the matter over decided to put up a new sign. His new sign
read, Established Fifty Years. An hour or so after the sign appeared, the
American also put up a new sign, which read, Established Last Week — No
Old Stock.

The American's argument applies strongly to the merchant that does a big
business. With our six large stores, we have such a patronage that no style
grows old on our hands. Consequently, when new goods of any kind come
into use,, we are among the first to buy ; we always have room for the newest
and best. Have you ever been in the grocery department of our Scranton
store? No other store in Northeastern Pennsylvania has such a stock of
clean, high-grade, fresh goods as we have in this department. The merchant
with a small trade must either buy small lots and thereby lose the opportunity
to get "rock bottom" prices (which means, of course, that he cannot afford to
sell to you as low as we can), or if he buys a large lot, the goods must re-
main on his hands a long time, often to their detriment.

When you add to these advantages the fact that in dealing with Clarke
Brothers you participate in the profits, there is no good reason why every
one that reads the Money Saver should not buy at one of Clarke Brothers'
stores.

Do not fail to note that in each advertisement we state at which of our
stores the goods may be found. We do not want you to be disappointed or
inconvenienced.

Fig. 11

50-Inch Mohair BriUiantine

A good quality with an extra fine silky
lustre, in black, navy, royal, myrtle, brown,
red and grey. Real value. ?6c. yd. AtS-
Special, per yard «#>VC

36-Inch "Rutherglen Checks"

A cotton wash suiting, with an old Irish

effects, in black, blue and pink, fast wash
colors. Real value. 19c. yd. Spe- t e_
cial, per yd 1 5C

27-Inch Mercerized Check Suitings

Mercerized in the yarn, giving it a rich
silky lustre, tbat remains after laundering,
in black, navv. Alice, red, brown, lavender,
Nile and grey. Real value. 29c. yd.
Special price, per yd £OC

27-Inch Dotted Swiss

Genuine woven dot; a beautiful light-
weight summer dress fabric; in all sizes of
dots. Real value, 25c. yd. Special. • n
per yd. IVC

27-Inch Printed Persian Organdies

Beautiful floral designs, printed in fast col-
ors, on a white ground; makes a dainty,
cool, light dress for the hot summer days.
Value. 25c. yd. Special, per ■ c -
yard 1 OC

2 7 -Inch Linen Crash Suiting

Imported, and all linen. In very pretty de-
signs; comes in grey, brown, tan, Alice, ca-
det, ox-blood and Nile. This cloth was Im-
ported to sell at 50c. yd. Special JJ5c

36 -Inch Linen Suiting

tiers perfectly and makes an Ideal cool sum-
mer dress. Real value, 3Jc. yd.
Special price, per yd. ftjC

36-Inch "Bolton Cloth Cambric"

A very fine. firm, woven thread, with a
soft chamoise finish, a perfect cloth for white
undergarments. Real value. 19c. I e_
yd. Special, per yd. .. . I«J*i

Clarke Brothers

15

16 HOUSE PUBLICATIONS §33

papers. "The Money Saver" is issued monthly and con-
tains about half advertising matter. No effort is made to
conceal its mission, but the stories, the amusing anecdotes,
the puzzles, the useful hints on cooking, housekeeping, etc.,
and the attractive illustrations make the magazine so read-
able that few women will throw it away. In Fig." 11 is
shown a reproduction of the editorial page of this publica-
tion. The argument on this page for the Clarke plan of
selling for cash only, received regularly, month after month,
together with the advertisements of the various departments,
cannot fail to make an impression on the readers.

It is not easy to trace immediate and direct results from
this kind of advertising, because many of the readers of
such a publication will eventually patronize the store of the
advertiser without knowing why. Nevertheless, the coupon
scheme may be used, as it is done in the Clarke magazine
(see Fig. 12), and the interest that people take in the publi-
cation determined to some extent.

10. A mistake frequently made by publishers of house
magazines is that of having them too indirect in purpose.
Often the publishers take some pride in getting out an
attractive little magazine in the interest of their business
and are inclined to publish matter that is too general in
nature, or they print too much general matter and too little
about their own business, forgetting that the object of the
publication is to increase sales.

If not much is said in the magazine about the advertiser
and his goods, the advertising value will likely be too indi-
rect to produce results. Suppose, for instance, that the
Winton Motor Carriage Company prepared the "Auto Era"
in such form that it was merely in the interest of automobil-
ing generally and mentioned nothing about the Winton
machine except the name of the firm on the front cover.
Such a publication would probably afford some general
publicity, but there is no good reason why a house magazine
should not have distinct and direct advertising value. It can
be made to have this value and yet contain enough interest-

He MONEY SAVER

ANOTHER WAY

11

THE door with "City Treasurer's Office"
lettered on it was locked. Within sat
a man who for half an hour had gazed
steadily at an Item on the first page of
the afternoon paper the newsboy had left

He was still the treasurer, the Item re-
ferred to him as such, but it was Just a ques-
tion of how long it would be before that pa-
per would have half a column's notice of him
as ex-treasurer.

It had startled him more than he had
thought It would. Of course he had known it
was coming; there was no help for It. but to
see it In plain print on the front page and
to know that at the same moment others
were reading It — he stepped to the window
and drew the shade down carefully. Then
he resumed his seat and tried to look Into
the future.

After all, there was a grim relief In know-
ing that matters had come to an end. For
months he had been tortured, not knowing
what hour the blow would fall.

There was no way by which he could re-
store at once what he had used from the
public funds. At best it would mean years
of labor and sacrifice, and he had practically
nothing with which to protect his sureties.
There was apparently no way to prevent an
open disgrace, with all It meant to him and
his; and he did not feel he could stand It.

When It was quite dark he took his way
carefully through the side streets of the
town to his home and through a side window
looked for a while on what pierced his soul
the most. He was reaping the result of his
own rashness, but they at least were not to

Tea and Coffee

In no other department of our busi-
ness have we made such giant strides
or introduced such substantial econo-
mies for our patrons. Our modern
methods and shrewd buying have en-
abled us to build up the largest Tea
and Coffee business in Scranton, grow-
ing more popular and successful every
day.

Buying for Cash
Selling for Cash

That's the secret of our marvelous
success. Buying direct In Immense
quantities from the leading Importers
we always Insist on uniform quality.
The brand that you become accustomed
to Is always the same — the only change
Is for the better

CLARKE.
BROS.

THIS OFFER 0®»
is good for the
month of .»•*
JULY ...♦**
only

y This
y Coupon
'* Is Good
For 25 Cents

This coupon is equal to a
rrer of a dollar in purchasing
..- 2 lbs. Tea at 50c a lb., or 4
,.♦* lbs. Coffee at 25c lb.

.•* Cut this coupon out, bring it with 75c to any.
o( our six stores and eel $1.00 worth tea or coffee.

blame; He did not feel he could face them
again, and so. with one last look, he turned
away into the night.

He laid his plan skillfully and when two
days later a warrant was issued for his ar-
rest, he had disappeared from the land of
his birth, leaving no trace for either Justice
or Love.

Not for nearly two years did they get a
clue. Then a keen-eyed man saw a letter
addressed to the wife from a postoffice on
the shore of a bay far to the South. Not long
after that another new man applied to the
fisherman along that bay shore for a Job. and
In a pocket of his vest was a photograph of
the city treasurer who had left his home in
the North, owing his surities eight thousand
dollars.

The bow of the boat grated on the sand,
and the embezzler stepped ashore ahead of
his companions.

It was almost dark. He stood peering at
the bushes along .the water's edge before
walking up the path to the farm-house where
he ate and slept — when he slept at all. It
was not "home," that word had been out of
his vocabulary for two long years.

He thought of It all now, as he had
thought of It ten thousand times. For a
year after he had fled he had been ashamed
and afraid to write. Then he wrote over an
assumed name, and she anwered. She begged
him for her sake and the children's sake to
come back, face it all, and begin life over
again, but he would not.

He had been at this place on the bay
shore for six months. He went with the fish-
ermen to their traps out on the bay, and
worked some on the farm where he boarded.
The people there were not inquisitive, but
he was suspicious of them and fancied they
were suspicious of him. A loaded revolver
lay on the mantel in his room and he could
feel the pressure of another on his hip.

For two weeks there had been another
stranger among the fishermen. He did not
look like a man accustomed to that life, and
the embezzler thought, as he had thought
many times, that a detective was on his
track. He at first avoided this jovial fellow
and then ceased avoiding him lest suspicion

He had not been so guarded with the
newcomer since they became acquainted.
They had been thrown together some, and
no suggestion had fallen from his lips of the
other man to indicate that he wanted Infor-
mation about the embezzler's history. In
fact, for several days he had been working
with the crew of another boat.

If the embezzler could have read the tele-
gram the Jolly fellow sent North the day be-
fore, and could have seen him and the other
two officers as they concealed themselves In
the farm-house late that afternoon, he would
no longer have had doubt about the errand
of his acquaintance.

The men had sorted the fish and anchored
the boat They led the way to the house,
and the man with the gnawing heart fol-

Hls face turned ashen when the light went
up In the room and the Jolly man's hand
fell on his shoulder. "Philip Rymer. you are
under arrest," he said. There was no mer-
riment In his tone now.

The embezzler shivered, "I don't under-
stand," he faltered, "you've got the wrong
man. I guess. Then Inwardly cursing him-
self for his lack of nerve, he determined on a
bold move. "What authority have you for
this," he demanded, facing his captors.

One of the other officers silently unfolded
a warrant and handed it to him.

The embezzler had recovered his self-pos-
session. He took the paper and stepped
closer to the lamp.

There was a crash of breaking glass and
Instantly the room was in darkness. The
embezzler had the advantage and In the con-
fusion sprang through the open window; he
ran a few yards and threw himself down flat
in the thick undergrowth.

He lay there an hour — until his pursuers
had returned to the house for a conference.

The coast seemed clear, again he had a
chance to escape — to evade justice and per-
haps live many more years in remorse,
wretchedness and suspicion. But the thought
mocked him, the roaring of the surf down on
the bay shore seemed like a great, angry,
accusing voice. He took a few steps and
dropped on his knees, whimpering like a
child

Then he walked back to the house and
strode in before the surprised officers. "Don't
shoot." he said. His face was brighter than
it had been in two years, "I'm going back
to stand my trial and live it down."

And the jol|y fellow took him by the hand
instead of the shoulder

S. ROLAND HALL.

OBEYED INSTRUCTIONS.

"Madam," said the conductor. "I am very
sorry, but you can't have your dog In this
car It Is against the rules. Dogs must ride
In the baggage car I'll take and fasten him
for you."

"Don't you touch my dog, sir." exclaimed
the young lady excitedly "I will trust him to
no one." and with indignant tread she
marched to the baggage car, tied her dog,
and said. "Remember, I don't want a soul
here to touch my dog or untie him; you un-
derstand?"

As the train approached her station the
young lady said to the conductor. "Is my dog
all right?"

"I don't know miss." replied the con-
ductor

"Don't know?" she replied. "Why don't
you know? It's your business to know You
haven't touched him or untied him?"

"No; we didn't touch or untie him. that's
Just it. Tou tied him to a trunk checked for
two stations back. The trunk had to be put
off, and the dog went too."

LEARNING.

The new cook was helping her mistress to
prepare dinner. All went well until the mac-
aroni for the pudding was brought out The
cook glowed with surprise as she beheld the
long white sticks. But when they were care-
fully placed In water she gave a choking
gasp..

"Did you say, missus?" she said, In an
awed voice, "that you are goln' to make pud-
din' out of that?"

•Yes, Jane," was the reply, "that Is what
I Intend to do. Have you never seen mac-
aroni cooked before?"

"No, ma'am," answered the cook. "I. ain't
The last place I was at we always used them
things to light the gas with."— Saturday
Evening Post

VALUE OF WATER. — Water is an Invalu-
able aid to the beauty of the complexion. It
should be taken before retiring, as well a8
In the morning, and between meals In gen-
erous quantities. At least three pints a-day
should he taken, and it may be either hot or
cold.

Fig. 12

207-31

18

HOUSE PUBLICATIONS

§33

ing matter of a general nature to command interest. Con-
sidering the fact that a well-written, well-illustrated, and
well-printed magazine costs considerable, both in time and
money, every effort should be made to make it of direct and
potent advertising value. Of course, the interest of the
.reader should always be kept in mind, for if the magazine
contains too much "shop talk" it may be thrown aside and
thus defeat its own purpose.

PUBLISHING OF HOUSE MAGAZINES

IMPORTANT FEATURES

11. In order to command continued interest and to knit
closer the relation between the reader and the advertiser, the
publication issued by a business firm should have distinctive
characteristics. The advertiser must, as it were, take his
readers into his confidence and publish articles that bring out
his policy and the details of the business in a "mutual-inter-
est" style. Only in this way can he get to the point where
the readers will look forward to each number of the magazine
and inquire about it if a number fails to arrive.

12. Clioosing a Name. — One important thing in con-
nection with the establishment of a house publication is the
selecting of an appropriate name. The name should be one
that will be easy to remember and one that the public will
connect readily with the advertiser or his business.

"The Larkin Idea" is a well-selected title, because it sug-
gests not only the name of the Larkin Company but also the
Larkin plan of supplying direct to the consumer through
the customer agent.

The H.J. Heinz Company has so advertised its 57 varieties
of pickles, preserves, etc., that the title of their publication,
"The 57," serves to perpetuate this well-known advertising
phrase.

§33

HOUSE PUBLICATIONS

19

"Modern Sanitation" is a well-chosen title, though if it
were "Standard Sanitation," it would suggest the name of
the advertiser as well as the nature of the magazine.

A neat little publication sent out by a New York adver-
tising agency bears the name of "Batten's Wedge."

The Lewis A. Crossett Company, manufacturers of shoes,
issues a magazine entitled "The Boot Strap."

MECHANICAL DETAILS

13. Cover Design. — If an illustrated design is to be
used for the front page of the cover, it should be as sugges-
tive of the subject as possible. The central feature of the
cover page shown in Fig. 4 is very appropriate. The drawn
title head of Fig. 10 is good. In Fig. 13 is shown one of a
number of cover designs used for "Air Power," the house
publication of the Rand Drill Company. The illustration
shows an air compressor, and would be likely to attract any
one interested in air-power machinery.

14. Size and Column Arrangement. — That a house
publication should be attractive in appearance and of a con-
venient size for reading need hardly be emphasized. Where
the text matter is to be set in one wide column, as in "The
Larkin Idea" or in "Moore's Monthly Messenger," a good
size for the page is from hh to 6 inches in width and from
8 to 9 inches in length. As a 25-pica column is about the
widest measure that can be read easily where the text is set
in 8-point or 9-point, a 2-column style would be better if a
reading page is to be wider than 25 picas.

"Modern Sanitation" is made the same size as standard
magazines. (Figs. 4 and 6 are reductions.) By adopting a
size like this, the publishers of the magazine can conve-
niently reproduce some of their fine general-magazine adver-
tisements and show the trade what is being done to popularize
the Standard products. Note that no column rules are used
in either "Modern Sanitation" or "The Money Saver."
Where advertisements are to be placed on the pages, as in

20

HOUSE PUBLICATIONS

§33

"The Money Saver," the absence of column rules gives
advertisements better display.

The inside pages of "The Money Saver," Fig. 12, consist
of three 15-pica columns. A page arranged like this is
particularly good for the display of columns of advertising.
One column of advertising may be placed on the right and
one on the left, with a column of reading matter in the
middle; or, a 2-column advertisement may be used, with

Fig. 13

a column of reading matter along the side. In any case,
the advertisements go next to reading matter, and this
is a good position.

15. Setting: Up Surplus Matter. — Where a house
magazine is similar in character to "The Money Saver," on
account of the fact that it is hardly possible to estimate just
how much matter will be required to fill the pages, it is
advisable to have a little more reading matter set up for the

§33

HOUSE PUBLICATIONS

21

inside pages than will likely be used. A column of short
items is especially useful, because such items can be used to
fill small, blank spaces and thus prevent holding the job for
new matter to be set up. Fig. 12 shows how three short
items were used to fill the right-hand column of the page.
The extra set matter can be carried over to another number
and all of it eventually used. When one number of the
publication is ready for the press, the printer should be
instructed to put all the surplus type matter on one galley
and then take a proof of it on paper of a different color. In
this way it will be easy to keep the surplus matter separate
from newly set matter.

16. Making Up Dummies. — In making up proof dum-
mies for such a magazine as "The Money Saver," the adver-
tisements should be pasted in first. The dummy should then
be filled with reading matter, using duplicate proofs for all
pasting work. It will be of great assistance to the printer
if the official galley proof is then taken and a memorandum
written opposite each article, or item, showing on what page
of the dummy it has been placed. In making up the dummy,
care should be taken to allow room for the display heads at
the top of the page and not to fill pages too full. Usually,
the dummy can be made up from a copy of the first proof.
This method will enable the printer to submit revised proof
in page form..

METHOD OF DISTRIBUTION

17. Some of the house publications issued for the bene-
fit of salesmen and agents are distributed by sending them
to the various branch offices of the company by express and
then having them distributed to the agents by hand. Most
house organs, however, are sent through the mails, as third-
class mail matter, direct to the retailers or consumers for
whom they are intended.

18. Mailing Under a Permit. — By taking advantage
of a comparatively recent ruling of the United States Post-
Office Department, the labor of placing stamps on wrappers

22

HOUSE PUBLICATIONS

§33

may be avoided. On making application to the postmaster
of the town or the city in which the magazine is published,
a permit will be issued, allowing the publisher of third-class
matter to print a special wrapper with a label on it, similar
to that shown in Fig. 14. When such wrappers are used,
publications may be mailed without stamps being affixed,
the amount of postage being paid to the postmaster in cash.
The post-office department has strict regulations regarding
the size of such labels as that shown in Fig. 14. On appli-
cation to the local postmaster, specimens may be obtained
that will serve as a guide.

19. Addressing of Wrappers* — Where the list of
people to whom a house publication is to be sent is very
large, it is advisable to use an addressing machine for
addressing the wrappers; but where the list is small, pen-
written or typewritten addresses are more
economical. By using carbon sheets of
different colors, several wrappers may be
addressed on the typewriter at one time,
and several months' supply of wrappers
thus secured. For instance, if a black
record ribbon and red and blue carbon

• sheets are used, the black-ribbon copy may be used for the
first month, the red-carbon copy for the second, and the blue-
carbon copy for the third. The usual objection to making
several carbon copies is that the wrappers may become mixed,
and a reader may thus receive several copies of one number
of the house magazine. However, the use of colored-carbon
sheets, as just mentioned, makes it easy for the typewriter
operator to keep the wrappers for one month separate from
those of another.

20. Postal Matters. — In the United States, house pub-
lications are classified as third-class matter. The postage
rate for this class of mail is 1 cent for each 2 ounces or
fraction thereof, the minimum rate for one copy being 1 cent.

It is impossible to obtain the second-class rate of 1 cent a
pound for a house magazine. In order to obtain the rate,

1c. Paid

Scranton, Pa.
Permit No. 6

§33

HOUvSE PUBLICATIONS

23

a publication must be independent of other business interests
of those issuing it, and must have a reasonable list of sub-
scribers that pay a fair subscription price. If a publication
is given away as a premium, or if it is sent for such a low
subscription price as would make it obvious that the pub-
lisher was giving it away, the post-office department will
refuse to allow the second-class rate. To secure second-
class rates, the house publication must change its character
altogether.

Third-class mail matter will not be returned by post-
masters unless return postage is paid. If a return card is
printed in the corner of the wrapper, it is the postmaster's
duty to notify the sender when third-class mail cannot be
delivered.

Before printing a house magazine, it is important to make
up a dummy of the exact inside stock, the cover, etc. that
are to be used, so that the weight and mailing expense may
be determined. It is better, if possible, to weigh six or
eight dummies and then find the average weight, for a little
overweight may necessitate extra postage on each copy,
which, for an edition of five or ten thousand, would amount
to a large sum.

21. Mailing1 List. — In publishing a house magazine, it
is necessary to keep a well-arranged subscription file, in
order that names and addresses may be added and changed
when necessary. The various manufacturers of loose-leaf
books and card systems can supply first-class, ready-made
subscription files.

The making up of a mailing list of purchasers or probable
pui'chasers and having the addresses kept up to date is a
most important work. If the house publication is mentioned
in all the advertisements used, and is offered free for a
specified time, a great many good names will be secured.

24

HOUSE PUBLICATIONS

§33

SECURING ADVERTISING PATRONAGE

22. Where a house magazine is sent to a mailing list
made up of a large number of good names, the expense of
printing and mailing may be reduced by publishing the
advertisements of other manufacturers. Often the mailing
list is of such character as to make the house magazine a
profitable medium for other advertisers, without, at the same
time, impairing its usefulness to the publishers. "Moore's
Monthly Messenger," Fig. 9, carries a number of pages of
advertising addressed to business people. It is not advi-
sable, of course, to accept the advertising of competitors, nor
should any advertising be inserted that will likely lessen the
faith of readers in the magazine.

If it is the plan, when establishing a house publication, to
secure general advertising patronage, the standard-magazine
size will be found a convenient one to adopt. Then adver-
tisers that use plates will not be compelled to make plates of
odd size for the house publication. On the other hand,
the standard magazine size is not distinctive, and distinctive-
ness is a desirable feature for a house publication.

207—32

A SERIES OF QUESTIONS
AND EXAMPLES

Relating to the Subjects
Treated of in This Volume

It will be noticed that the various Examination Ques-
tions that follow have been given the same section numbers
as the Instruction Papers to which they refer. No attempt
should be made to answer any of the questions or to solve
any of the examples until the Instruction Paper having the
same section number has been carefully studied.

ENGRAVING AND PRINTING
METHODS

(PART 1)

EXAMINATION QUESTIONS

(1) What is the general principle of cut making?

(2) (a) From what kinds of copy can line engravings be
produced? (b) If it were desired to get a line engraving
from a photograph, how could it be done?

(3) Why is it desirable to have the drawing, or print, for
a line engraving in black, and usually to have it larger than
the cut that is to be made?

(4) If a cut is to be stereotyped, how should it be
mounted, if mounted at all?

(5) (a) What is a mass-shaded illustration? (b) What
alterations do high-grade, magazines sometimes make in
mass-shaded and silhouette cuts?

(6) (a) What is a reverse plate? (b) Is it advisable to
make a reverse plate of an advertisement containing much
small type?

(7) From what different kinds of copy may a half-tone
be made?

(8) (a) What kind of photograph is best for half-tone
reproduction? (b) What must usually be done with photo-
graphs before the best half-tone results can be attained?

2

ENGRAVING AND PRINTING METHODS §27

(9) (a) Mention some of the advantages of wash draw-
ings for illustrative work? (b) How may a wash drawing
be combined with a photograph?

(10) (a) What effect does the half-tone screen have on
black lines and white space? (b) What may be done to
improve the appearance when the screen covers large white
letters on a dark background?

(11) What is the usual method of making an original
combination line and half-tone engraving?

(12) When space must be left in a cut for the setting of
type, what is it necessary to do?

(13) What is a Ben Day tint?

(14) Name a number of different styles of finishing
half-tones.

(15) (a) Name the screens used for cuts that are to be
stereotyped and printed on news stock, (b) What screens
are commonly used in general magazine advertising? (c) If
in doubt as to what screen would be best for a certain kind
of paper, what should be done?

(16) Even when a well-painted photograph is furnished
the engraver, what can he do toward improving the cut?

(17) (a) What is the best method of marking a drawing
for reduction? (b) If a drawing 11 inches wide and
16 inches high is to be reduced to a width of 52 inches,
what would be the proportionate reduction in height?

(18) How can a three-color effect be produced with two
plates?

(19) {a) What colors are used in the three-color process?
(b) Explain why all colors may be produced by the use of
these three colors, (c) In what way does the four-color
process differ from the three-color process?

(20) About how much does ordinary line engraving cost?

(21) What is lithography?

ENGRAVING AND PRINTING
METHODS

(PART 2)

EXAMINATION QUESTIONS

(1) (a) What is an electrotype? (b) What are the advan-
tages of using electrotypes?

(2) How could electrotypes be used to save cost if
200,000 copies of a small 6-page folder were to be printed?

(3) Can an electrotype be made from an electrotype?

(4) How should electrotypes be finished as to mounting
when they are to be sent to newspapers that stereotype their
forms?

(5) What must the plate maker do if an engraving or an
electrotype is ordered with the borders of the advertisement
at the extreme edges of the plate?

(6) What is the general cost of electrotypes?

(7) Why is it important to protect the faces of electro-
types?

(8) Why should large magazines be furnished with origi-
nal engravings when the best half-tone effects are desired?

(9) What is a pattern plate?

(10) What are the advantages of machine composition?

(11) Explain briefly how an advertisement is handled in
a very large newspaper office, from the time the proof is
approved until the advertisement is on the press.

§28

2 ENGRAVING AND PRINTING METHODS §28

(12) What is the make-ready?

(13) In what way are pages of magazines and catalogs
made up?

(14) How can matrices be used to advantage by adver-
tisers?

(15) What kind of presses are used by large newspapers?

(16) Name some of the kinds of paper in common use.

(17) (a) What half-tone screens give fine results on high-
grade enameled paper? (b) What screens may be used with
good effect on machine-finished paper, such as is shown in
this Section? (c) Could a vignetted cut be used with good
effect on paper with an antique finish, assuming that the sur-
face of the paper would receive no special treatment?

ADVERTISEMENT ILLUSTRATION

EXAMINATION QUESTIONS

(1) What are the functions of illustrations?

(2) Is it ever advisable to use an illustration merely to
attract attention when it has no relation whatever to the
advertisement?

(3) Name some of the features that enable illustrations
to attract attention.

(4) When the article itself is reproduced, what should
be the chief aim of the illustration?

(5) Name an effective way of illustrating a steam pump
whose chief selling- point is the simple construction of the
interior mechanism.

(6) Name three articles that could be well illustrated by
showing them in use.

(7) Name one class of articles in which the human figure
can be introduced into the illustrations with good effect.

(8) When is it advisable to use the advertiser's portrait?

(9) What are the most important considerations in deter-
mining: (a) whether or not to illustrate an advertisement?
{b) how an advertisement maybe illustrated most effectively?

(10) When is it advisable not to illustrate a small
advertisement?

§29

2

ADVERTISEMENT ILLUSTRATION

§29

(11) Name an instance when it would be advisable to
show two illustrations in an advertisement.

(12) (a) Give a definition of the term "balance" as
applied to an advertisement. (b) At what point in an
advertisement is the center of balance?

(13) Name the different positions in an advertisement
in which a single illustration, under varying conditions, can
be placed advantageously.

(14) If a heavy illustration is placed at the bottom of an
advertisement, how may balance be restored?

(15) Describe several ways of arranging the illustrations
when two are to be used in the advertisement.

(16) In a department-store advertisement containing one
large illustration and twelve small ones, where should the
large one be placed in order to obtain the most pleasing
arrangement?

(17) In what different ways may an illustration be
indicated on the layout in practical work?

(18) What is meant by syndicate cut service?

(19) (a) What are the advantages of stock cuts?
(b) What is the principal disadvantage?

(20) If you were called on to advertise a large stock of
ice skates just at the opening of the skating season and had
no suitable stock-cut illustrations, what kind of illustrations
or illustration would you have drawn by an artist?

(21) Following is an illustration and a catalog description
of the Box Film Premo camera. This description is not to
be copied word for word; it is to be used only as a source
of information. Write and lay out an illustrated retail news-
paper advertisement to sell 50 of these cameras. Decide
what space, style of illustration, etc. should be used. Offer a
regular 50-cent picture album free to all who buy this camera.

§29 ADVERTISEMENT ILLUSTRATION 3

during the time it is advertised. Use a fictitious name for

Box Film. Premo Camera
The most simple instrument
for taking pictures is a camera
of the box type; and the Box
Film Premo, besides being
easiest to operate, presents
many exclusive features.

It uses the Premo film pack,
consisting of 12 films, and may
be loaded in daylight. The
Premo film pack is ingeniously
arranged so that a single
exposure may be removed at
any time for developing. The
dimensions of the camera are
4 in. X 5-^ in. X 5f in., and it
takes a picture 3j in. X 4^ in. The weight of the camera is 20 ounces.

This camera is fitted with the best single achromatic lens, which
is always in focus and produces a sharp, clear negative. The shutter
works for either time or instantaneous exposure, and is automatic'in
action, requiring no setting whatever. There are two sets of ground-
glass finders and two tripod sockets for horizontal and vertical pictures.
The camera has a handsome seal -grain covering and presents a most
attractive appearance. Price, $5.

(22) Assuming that there has been a fire over a shoe
store and that the water has soiled the boxes and stock,
write and lay out a double-column illustrated advertisement
of a 33i-per-cent. cut in prices to move the shoes. Let the
depth be sufficient to afford space for strong copy and to
give the advertisement a well-proportioned appearance.

(23) Make a layout for a magazine advertisement, show-
ing how some article, such as a carpet sweeper, a washing
machine, or an ice-cream freezer, may be illustrated in use,
together with the human figure, and still save space. Sketch
in illustration roughly and put in display lines, but do not
write copy for the body matter of the advertisement.

(24) Make a layout for a well-illustrated, half-page, news-
paper advertisement of men's clothing-, putting all display
lines and illustrations on layout. The object of this problem

4

ADVERTISEMENT ILLUSTRATION

§29

is to see how well the principle of balance is understood.
Copy for the body matter need not be written.

(25) Clip and paste on a sheet of paper the following-
named examples of illustrations: (a) Vignette half-tone
suitable for use in a booklet or catalog printed on enameled
paper of good grade; {b) half-tone suitable for use in the
large general magazines, such as McClure's, Munsey's,
Everybody's, Cosmopolitan, etc.; (c) half-tone suitable for
use in newspaper advertising, assuming that the newspaper
forms are to be stereotyped; (d) illustration from stipple
cut suitable for newspaper use; (e) one example of outline,
whole-shaded or half-shaded line illustration; (/) an adver-
tisement showing the use of a mortised cut; (g) illustration
from a combination line and half-tone engraving.

TECHNICAL- AND TRADE-PAPER
ADVERTISING

EXAMINATION QUESTIONS

(1) (a) What distinction is .there between technical
papers and trade papers? {b) Give two examples of tech-
nical papers and two examples of trade papers.

(2) What is the marked difference between advertise-
ments written for technical papers and. those written for the
general magazines?

(3) In preparing a technical-paper advertisement for a
dynamo, what steps should be taken to get suitable data?

(4) What special illustrative effects often add greatly to
the value of technical advertisements?

(5) Why should technical advertisements be reason-
ably conservative?

(6) What kind of news items or instructive articles should
an advertising manager of a company manufacturing motor
boats try to have published?

(7) What should be the general aim of trade-paper copy?

(8) Name some points that commonly enter into trade-
paper advertisements.

(0) (a) What is sometimes a good plan of showing
retailers what the manufacturer is doing in the way of general
advertising? {b) Explain another plan of doing this.

(10) Name several methods that may be used to induce
retailers to buy goods and to help them sell the goods.

§ 30

2

TRADE-PAPER ADVERTISING

30

(11) In what respects do the reading-notice advertise-
ment, the "puff," and the real news item differ?

(12) (a) In order to popularize a new horse-shoe nail for
rough- shoeing horses so that they will not slip on icy
roads and streets, what classes would it be well to try to
reach with periodical advertising? (b) What, besides period-
ical advertising, could be done in order to get this nail into
general use?

(13) Write and lay out a new advertisement for a
technical paper, describing the compass shown in Fig. 4.
The following additional information is given: This instru-
ment is very strongly made, notwithstanding that it is
light and small enough to be carried in the pocket when the
sights are folded down on the face of the compass. The
needle is 4h inches long. The circle is graduated in whole
degrees, and the instrument has a vernier reading to 5 minutes.
The levels are inside the glass and are embedded in the face
of the compass, where they cannot be broken or their adjust-
ment disturbed. The sights are made with a slot in the
south vane and a hair in the north one. The compass is
furnished with a cherry tripod and a brass plumb-bob and is
packed in a mahogany box. This instrument is a good,
plain, inexpensive compass, and only by having a large
market with students is the advertiser able to offer it at such
a low price as $22.50. It is just the thing for farm surveying
and an ideal instrument for students of surveying. Engi-
neers find it a handy instrument for use in mines, etc.,
because it can be carried in the pocket. Use for this adver-
tisement a space 43 picas wide by 4f inches deep.

(14) Write a Resinol-soap advertisement for a druggists'
publication. Lay out the advertisement for a half page
7 inches wide by 5 inches deep. The advertiser is the
Resinol Chemical Company, of Baltimore, Maryland. A
general advertisement for this soap appears in Copy fo?
Advertisements, Part 2; and some particulars regarding prices.,
etc., appear in Form Letters and Follow-Up Systems.

STREET-CAR ADVERTISING

EXAMINATION QUESTIONS

(1) Name the principal points in favor of street-car
advertising.

(2) (a) Name the class of advertising that is least
adapted to street cars and state the reason, (b) Name
three firms of your own town (giving nature of business)
that, in your judgment, could use cars profitably.

(3) (a) In a broad contract covering city and suburban
lines throughout the country, about how many passengers,
transfers being counted, will ride each month in the cars in
which space costs one thousand dollars a month? (b) About
how many different persons would this represent? '(c) In a
city operating 100 cars, if the rate for space were 50 cents
per car per month on a yearly contract, about what would
it cost a retailer (give total cost, including space and cards)
to use all the cars for a year, changing copy only once a
month, but having an assortment of five different two-color
cards each month? (The answers to this question can, of
course, be only approximate.)

(4) On a general average, how many passengers ride
in a car in a day?

(5) (a) About how many words can be displayed well on
a car card provided no illustration is used? (b) How many
words if an illustration is used? (c) What is a good test for
the legibility of car cards?

§31

2

STREET-CAR ADVERTISING

§31

(6) (a) Name six styles of type suitable for car cards.
(b) As a general rule, what is the smallest size of type that
can be safely used?

(7) Name some of the most common mistakes made in
car advertising.

(8) If all the good selling points of an article cannot be
covered with fewer than 250 words, what plan . may be
followed in a street-car advertising campaign?

(9) Prepare and lay out copy for one of a series of car
cards advertising Crosby's shorthand school. Mr. Crosby is
an ex-court reporter and is recognized by the business men
of Blanktown as an expert. He teaches only shorthand,
typewriting, and business-letter writing; that is, makes a
specialty of training stenographers. He will take no pupil
that is not bright, that lacks a good public-school education,
or that is not likely to reflect credit on the Crosby school.
Mr. Crosby has assistants, but gives all the advanced instruc-
tion, and exercises close supervision over the elementary
work. The Crosby school is in the Bennett Building, Main
Street. The fall sessions open September 15, and the school
is open both day and night.

Note. — The cards required by these questions may be laid out in
reduced form, 7 inches long, as shown in Fig. 58, and a number of
other examples. In this case, however, specify the full sizes of type,
as is done in Fig. 58. All the copy may be lettered in on the layout.
If colors are to be used, show what lines are to go in colors.

(10) Prepare copy for three car cards for a restaurant of
your town, or some other local business with which you are
familiar or can make yourself familiar. Make just one lay-
out that will set the style for the three cards.

(11) Assuming that a custom shoemaker has perfected
an unusually fine paste polish — one that preserves the leather,
has a tendency to make the shoe waterproof, will not smut,
and gives a fine polish that lasts for days — submit a plan for
a street-car campaign that may be carried on first in one city
and then be gradually extended to other cities. The shoe-
maker has only $1,000 to start with. The city in which he

§31 STREET-CAR ADVERTISING

3

lives has a population of 100,000 and has a street-railway
system employing 125 cars. Decide on an appropriate name
for the polish, and write and lay out one specimen of a series
of cards. Give brief details of how the car campaign may
be supported with salesmen, printed matter, signs, etc., that
is, if any of these aids are deemed advisable. Send in for
criticism the copy and layout of the specimen card and the
recommendations as to the campaign, making the recommen-
dations as specific as it is possible to make them with the
information available.

OUTDOOR ADVERTISING

EXAMINATION QUESTIONS

(1) As a rule, what class of articles is best adapted to
outdoor advertising?

(2) What important relation does outdoor advertising
bear to newspaper and magazine advertising?

(3) If the rate for posting were 10 cents per sheet per
month, what would it cost for the posting alone to keep
seventy-five 8-sheet posters and ten 16-sheet posters standing
for 3 months?

(4) What is meant by listed-and-protected service?

(5) What are the sizes of: (a) the 3-sheet poster and
(b) the 20-sheet poster.

(6) In what ways can the 1-sheet poster be used to
advantage?

(7) In planning poster advertising, what are the important
considerations?

(8) Make a list of the faults frequently seen in posters.

(9) What principal point of advantage have painted
signs over posters?

(10) What is the usual range of cost for high-grade
painted board-sign work?

(11) Write copy and make a layout for a poster suitable
for advertising a shoe, a hat, a collar, or some other article

§32

2

OUTDOOR ADVERTISING

§32

of general use. Decide what the size of the poster shall be
and specify the size on the layout.

(12) Revise the Clysmic poster shown in Fig. 11, and
send copy and layout of the improvement. The information
given in Fig. 11 may be used. The revision may be a
24-sheet poster, or the size may be reduced.

Note. — The layouts for posters may be made on the scale of 1 inch
to a foot; that is, the height of a poster, 9^ feet, may be repre-
sented by 9^- inches on the layout. It is permissible to use a different
scale if more convenient, but in such cases, the scale should be stated.
As there is so little copy in posters, it should all be lettered in on the
layout. If possible, have the work on questions 11 and 12 in the colors
that are desired for the finished poster. If colored crayons, colored
inks, dry colors, water colors, oil colors, or colored papers cannot be
obtained, the work may be done in black and white, but the color
scheme must be stated.

HOUSE PUBLICATIONS

EXAMINATION QUESTIONS

(1) Into what two general classes are house publications
divided?

(2) What is the most important object to be attained in
a house publication established to aid salesmen and agents?

(3) What useful purpose is served by a house publication
sent regularly to customers or to inquirers?

(4) What may be said in favor of omitting column rules
from a magazine?

(5) What is the advantage and the disadvantage of stand-
ard magazine size for a house magazine?

(6) (a) Why is it sometimes desirable to have surplus
matter setup? {b) In what way are short items particularly
serviceable? {c) What is a good method of taking proof of
surplus matter left standing after one issue of the publication
has been made up?

(7) What would it cost per copy in the United States to
mail a house magazine weighing lii ounces?

(8) Explain how house magazines may be mailed under
a permit from a post office.

(9) (a) Submit a layout of a cover page that will show
the name, purpose, and size of a house publication that
would be suitable for the Standard Fountain Pen Company,
of Cleveland, Ohio, to be sent to the stationery trade.

§33

2

HOUSE PUBLICATIONS

§33

Specify colors of stock and ink. (b) Submit also a layout
of one inside page, showing the width of columns, size of
type for text, arrangement of page heading, etc.

(10) What name would you suggest for a house publi-
cation to be sent out quarterly to consumers by the Yaw-
man & Erbe Manufacturing Company, of Rochester, New
York, a large manufacturer of office equipment and labor-
saving devices, such as card systems, improved files, copying
machines, etc.?

INDEX

Note. — All items in this index refer first
section. Thus, "Advertisement illustration,
will be found on page 1 of section 29.

A

Advertisement illustration, §29, pi.
Advertiser's portrait, Use of, §29, p37.
Advertising patronage for house publications,

133, p24.
terms, List of, §28, p44.
All-capital lines, Tendency of illustrators to

draw, §29, pi 10.
Analysis, Illustration, §29, p47.
Anchored plates, §28, p6.
Article in use, Illustrations showing, §29,

p27.

Articles, Instructive, in technical advertise-
ments, §30, pl3.

Attention, Attracting, by means of illustra-
tions, §29, p6.

B

Backgrounds, Half-tone, §27, p53.

Special, §27, p61.
Balance in advertisements, §29, p60.
Bank car cards, §31, p51.
Bed-and-platen presses, §28, p33.
Ben Day tints, §27, p24.
Bill boards, Location and size of, §32, p5.

posting, Cost of, §32, plO.
Block posters, §32, pl3.
Board signs, Examples of, §32, p43.
Bundy steam trap advertising, §30, pl7.

C

Campaign, Example of a poster, §32, p39.

Progressive street-car, §31, p38.
Capital lines, Tendency of illustrators to draw,

§29, pllO.
Car-card illustrations, §31, p23.

card, Number of words on a, §31, p21.

cards, Copy for, §31, p26.

cards, Cost of, §31, pl3.

cards, Effect of too much color or detail on,
§31, pl6.

207-34

to the section, and then to the page of the
9, pi," means that advertisement illustration

Car — (Continued)

cards for furniture, laundries, banks,
suburban homes, shoes, etc., §31, p45.

cards furnished by manufacturers, §31, p43.

cards in series, §31, p35.

cards, Informing and reminding, §31, p41.

cards, Interest-creating, §31, p38.

cards, Number and size of, §31, pl2.

cards, Position of, §31, p6.

cards, Type for, §31, pl8.

cards, Value of using a variety of, in on&
month, §31, p36.
Cars, Advertisers that use-, §31, p7.
Cards in technical papers, §30, p6.
Cases, Type, §28, pl3.
Casting machine, Monotype, §28, p23.
Catalog, booklet, and folder make-up, §28, p28.
Chance-may-offer bill posting, §32, pl2.
Characters, Imaginary, in illustrations, §29,
p41.

Charcoal drawings, Half-tones from, §27, p53.
Checking of poster advertising, §32, p42.

results of street-car advertising, Methods of,
§31, p42.
Color cuts, Cost of, §27, p85.

plates, §27, p80.

processes, §27, p81.

-work electrotypes, §28, p5.
Coloring of paper, §28, p43.
Colors in illustrations, Use of, §29, p8.
Column widths, Plates for different, §28, p8.
Combination cuts, §27, p34.

line and half-tone cuts, §27, p54.
Commissions, Attitude of technical and trade

papers on, §30, p49.
Composing room, §28, p30.

stick, §28, pl5.
Composition, Machine, §28, pl8.

Meaning of, in printing, §28, pl2.
Conservatism in technical advertising, §30,
pl2.

viii

INDEX

Consumer and trade-paper copy, §30, p25.
Contrast in illustrations, §29, p8.
Copper-plate engraving, §27, p96.
Copy, Difference between technical and
popular, §30, p4.

for posters, §32, p20.

for street-car cards, §31, p26.

for technical advertising, §30, p3:

Method of sending, to engraver, §27,
. p-76.

Trade-paper and consumer, §30, p25.

trade-paper, Suggestions for, §30, p29.
Correcting of plates, §28, p8.
Cost of covering territory, Examples of, §32,
pll.

of cuts, §27, p86.

of posters, §32, pl2.
Crash-finish paper, §28, p43.
Crayon drawings, Half-tones from, §27,
p54.

illustrations, §27, p27.
Cut service, §29, p93.
Cuts, Filing of, §29, pi 09.

for printing, §27, p2.

Manufacturers', §29, p95.

Method of furnishing, to several papers,
§29, pl09.

Method of grouping, §27, p62.

Mortising of, §27, p8.

Purchasing of , §29, p92.

Special, §29, p95.

Stock, §29, p92.

Tooling of, §27, p68.
Cylinder presses, §28, p35.

D

Day shading-machine tints, §27, p24.
Design of posters, §32, p20.
Dimensions of reductions, How to figure, §27,
p74.

Display of posters, §32, p21.

of technical advertisements, §30, pl3.

units, Determining the value of, §29, p63.
Displays of unequal value, Placing of, §29,

p83.

Distribution of house publications, §33. p21.
Drawing of simple illustrations, §29, pl04.
Drawings, Cost of, §29, plOl.

How to mark, for reduction, §27, p72.

in wash, §27, p38.

Making of good, §29, p96.

pen, pencil, crayon, and charcoal, Half-
tones from, §27, p53.

Sending, to the engraver, §27, p76.
Dummies of house publications, §33, p21.
Duplicate electrotypes, Making of, §28, p7.

• E

Electric signs, §32, p56.
Electrotypes, Care of, §28, p9.

Cost of, §28, p9.

duplicate, Making of, §28, p7.

for color work, §28, p5.

Half-tone, §28, p5.

Life of, §28, p9.

Solid, §28, p5.

Time required to make, §28, p9.
Use and advantages of, §28, p3.
Electrotyping, Lead-molding process of, §28,
p3.

process, §28, pi.
Elevated-railway stations, Posters for, §32,
pl5.

Embossing, §27, p97.
Engraving methods, §27, pi.

on steel and copper, §27, p96.

process, Choosing an, §29, p59.

process, §27, p4.

terms, List of, §28, p44.
Etching, §27, p6.
Etchings, Zinc, §27, p4.

F

Field signs, §32, p47.

Filing of cuts, §29, pi 09.

Flat-bed perfecting presses, §28, p35.

Fonts, Type, §28, pl2.

Four-color process, §27, p84.

Furniture advertising in cars, §31, p45.

G

Galleys, Type, §28, pl6.
Garter advertising, §30, p42.
Grouping of cuts, §27, p62.

H

Half-shaded illustrations, §27, plO.
-silhouette illustrations, §27, pl9.
-tone backgrounds, §27, p53.
-tone electrotypes, §28, p5.
-tone engraving process, §27, p34.
-tone engravings, §27, p34.
-tones compared with line cuts, §27, p86.
-tones, Copy for, §27, p37.
-tones, Cost of, §27, p85.
. -tones direct from objects, §27, p38.
-tones, Effect of, on various papers, §28,
p43.

-tones, How to order, §27, p69.
-tones, Kind of screen to use for, §27, p78.
-tones, Original, for large magazines, §28.
plO.

-tones, Solid-background, §27, p59.

INDEX

ix

Half— (Continued)

-tones, Styles of finishing, §27, p58.

-tones, Time required to make, §27, p76.
Hand composition, §28, pl2.

-painted posters, §32, pl5.

-stipple work, §27, p21.
Hoe press, §28, p39.

House magazines, Publishing of, §33, pl8.
publication, Choosing a name for a, §33, pl8.
publication, organ, or magazine, Definition

and purpose of, §33, pi.
publications, Classification of, §33, p2.
publications, Cover designs of, §33, pl9.
publications, Distribution of, §33, p21.
publications, Dummies of, §33, p21.
publications for consumers, §33, pll.
publications for salesmen, agents, and

retailers, §33, p2.
publications, Postal matters pertaining to,

§33, p22.

publications, Securing advertising patron-
age for, §33, p24.

publications, Size and column arrangement
of, §33, pl9.

publications, Use of, in educating salesmen,
§33, P5.

Human interest in illustrations, §29, p30.
I

Ideal pigskin garter advertising, §30, p42.
Illuminated signs, §32, p53.
Illustrate, When to, §29, p48.
Illustrating of layouts, §29, p89.

the article itself, §29, pl9.
Illustration analysis, §29, p47.

How to sketch an, on a layout, §29, p91.

Harmony between, and copy, §29, p55.

of advertisements, §29, pi.

Placing a single, §29, p64.

Placing the, §29, p59.

showing an article in use, §29, p2.
Illustrations, Economical use of, §29, p55.

Essentials of good drawing in, §29, p96.

Examples of effective, small, §29, plOO.

File of, §29, p87.

Human interest in, §29, p30.

in color, §29, p8.

in department -store advertisements, Pla-
cing of, §29, p84.

in posters, §32, p31.

Making of simple. §29, pl04.

Methods of placing two or more, §29, p78.

Number of, required in advertisements, §29,
p58.

of sectional views, §29, p26.
of unusual shapes, §29, p6.

Illustrations — (Continued)

on street-car cards, §31, p23.

Outline, shaded, and silhouette, §27, pll.

Pictorial value of, §29, plO.

Processes of making, §27, p4.

Procuring of, §29, p92.

Size of, §29, p56.
Illustrators, Different, for different work,
§29, plOl.

Imaginary characters in advertisements, §29

p4i.

Items of news in technical advertisements
§30, pl3.

J

Job presses, §28, p34.

Justifying, Meaning of, in printing, §28, pl6.
Ij

Laid and wove papers, §28, p43.
Language for street-car cards, Style of, §31,
p26.

Lanston Monotype, §28, p22.

Laundry advertising in cars, §31, p45.

Layout for a car card, §31, p46.

Layouts, Methods of illustrating, §29, p89.

Lead-molding process of electrotyping, §28, p3.

Lettering on half-tones, §27, p69.

Line cuts compared with half-tones, §27, p86.

cuts, Cost of, §27, p85.

drawings, Woodcut style of. §27, p96.

-engraving process, §27, p5.

engravings, §27, p4.
Linen finish, §28, p43.
Linotype, Mergenthaler, §28, pl8.
Listed and protected bill -posting service, §32,
pl2.

Lithographic posters, §32, pl3.
Lithography, §27, p89.

Locations, Special, in bill posting, §32, pll.
M

Machine composition, §28, pl8.
Magazine make-up, §28, p28.
Mailing list, Making up a, for house publica-
tions, §33, p23.
Make-ready, Meaning of, §28, p29.

-up, Meaning of, §28, p26.
Manufacturers' car cards for retailers, §31, p44.

cuts, §29, p95.

posters, §32, pl5.
Mass-shaded illustrations, §27, pl2.
Matrices, Half-tones from, §27, p45.
Mezzo tone screen, §27, p79.
Models, Half-tones produced from, §27, p45.

in making illustrations, Use of, §29, plOl.
Monotype, Lanston, §28, p22.

X

INDEX

Mortises, Cost of, §27, p76.

in electrotypes, §28, p7.

in plates, §27, p75.
Mounting of cuts, §27, p8.

N

Name for a house publication, Choosing a,
§33, pl8.

News items in technical advertisements, §30,
pl3.

Newspaper make-up, §28, p26.
press, Large, §28, p39.

O

Outdoor advertising, Classification of, §32, p3.

advertising, Merits of, §32, pi.
Outline illustrations, §27, p9.
Overdisplay of posters, §32, p27.
Overlaying, Meaning of, §28, p32.

P

Painting and tooling of photographs, §27, p62.
Paper, §28, p41.

Papers, Common kinds of, §28, p43.

Effect of half-tones and line cuts on, §28,
p43.

Passengers, Number of, carried by street cars,
§31, p4.

Pastels and water colors, §27, p45.
Patching of plates, §28, p8.
Patent blocks, §28, p6.
Pattern plates, §28, pll.
Pen drawings, Half-tones from, §27, p53.
Pencil drawings, Half-tones from, §27, p53.
Perfecting presses, §28, p33.
Permit, Mailing under a, §33, p21.
Photograph combined with wash drawing,
§27, p44.

Photographs, Painting and tooling of, §27,
p62.

Pictorial value of illustrations, §29, plO.

Pigskin garter advertising, §30, p42.

Plates, Correcting and patching of, §28, p8.

for different column widths, §28, p8.

Mortises in, §27, p75.

Pattern, §28, pll.

printing, Methods of making, §27, p2.
Portrait, advertiser's. Use of, §29, p37.
Postal matters pertaining to house publica-
tions, §33. p22.
Poster advertising, Checking of, §32, p42.

campaign. Outline of a, §32, p39.

Size of, to use, §32, p38.
Posters, Advantageous location of, §32, p39.

and signs compared, §32, p3.

Copy and design of, §32, p20.

Cost of, §32, pl2.

Posters — (Continued)

Diagram of sizes of, §32, p8.
Examples of display of, §32, p21.
Illustrated, §32, p31.
Kinds of, §32, pl5.
Lithographic and block, §32, pl3.
Placing and preparing of, §32, p4.
Size of, §32, plO.

stock, Manufacturers' and hand-painted;
§32, pl5.
Posting, Cost of, §32, plO.
Presses, Printing, §28, p33.
Pressroom, §28, p37.
Presswork, §28, p29.

Price, Quoting of, in street-car cards, §31, p42.
Printing terms, List of, §28, p44.
Progressive street-car advertising campaign,
§31, p38.

Publishing terms, List of, §28, p44. -
Puff, Decline of the, in technical and trade
papers, §30, p47.

R

Rate cards of trade and technical papers, §30,
p48.

Rates, Special, in bill-posting, §32, pll.
Reducing glass, Use of the, §27, p6.
Reduction of drawings, How to figure, §27,
p74.

Results, Method of checking, in street-car

advertising, §31, p42.
Retailer's cooperation in trade-paper cam-
paigns, §30, p22.
Reverse cuts, §27, pll.
Ross-paper illustrations, §27, p23.
Rotary presses, §28, p36.

S

Savings-bank car cards, §31, p51.
Screen, Relation of, to subject, §27, p77.
Screens, Exhibit of, §27, p78.

Kind of, to order, §27, p72.

Kind of, to use on different papers, §27, p77.
Sectional views, Illustrations of, §29, p26.
Selling point, Methods of illustrating the, §29,
p27.

points on posters, §32, p28.
Series of advertisements, Setting up a, §28,
pl6.

Service, Listed and protected, in bill posting,

§32, pl2.
Setting type by hand, §28, pl4.
Shaded illustrations, §27, plO.
Shoes, Car card advertising, §31, p57.
Signs and posters compared, §32, p3.

Cost of, §32, p43.

Details of, §32, p42.

NDEX

xi

Signs — (Continued)

Electric, §32. p56.

Examples of, §32, p43.

Illuminated, §32, p53.

Wall, §32, p53.
Silhouette illustrations, §27, pl3.
Simplex type-setting machine, §28 pl8.
Sized and unsized paper, §28, p42.
Sniping, Meaning of, in bill posting, §32, pl2.
Solid background half-tones, §27, p59.

electrotypes, §28, p5.
Spatter work, §27, p27.
Special cuts, §29, p95,

Standing cards in technical papers, §30, p6.
Steam-trap advertising, Example of, §30, pl7.
Steel engraving, §27, p96.
Stereotyping of electrotypes, §28, p7.

process, §28, p26.
Stick, Composing, §28, pl5.
Stipple work, §27, p21.
Stock cuts, §29, p92.

posters, §32, pl5.
Street-car advertising, Changes in, §31, p9.

-car advertising, Common mistakes in, §31,
pl5.

-car advertising, Cost of, §31, pll.

-car advertising, Former weakness of , §3 1 , p8 .

-car advertising, Points in favor of, §31, p2.

car as an advertising medium, §31, pi.

-car-card illustrations, §31, p23.

-car cards, Cost of printing, §31, pl3.

-car cards, Effect of too much color or detail

on, §31, pl6.
-car cards for furniture, laundries, banks,

suburban homes, shoes, etc., §31, p45.
-car cards furnished by manufacturers, §31,

p43,

-car cards in series, §31, p35.
-car cards, Informing and reminding, §31,
p42.

-car cards, Interest-creating, §31, p38.
-car cards, Number and size of, §31, pl2.
-car cards, Number of words on, §31, p21.
-car cards, Position of, §31, p6.
-car cards required to cover the United

States, Number of, §31, pl4.
-car cards, Size and style of type for, §31, pl8.
-car cards, Style of language for, §31, p26.
-car cards, Value of using a variety of, in

one month, §31, p36.
cars, Advertisers using, §31, p7.
cars, Mail-order advertising in, §31, p9.
cars, Number of passengers carried by, §31,

P4.

Suburban homes, Car cards for, §31, p51.
Sunken effects in half-tones, §27, p45.

Surplus matter, Use of, in house publications,

§33, p20.
Syndicate cut service, §29, p93.

T

Technical advertisements, Examples of, §30,
P7.

advertising, Conservatism in, §30, pi 2.

advertising, Example of writing, §30, pl7.

and trade-paper conditions, §30, p46.

data, Methods of securing, §30, p4.

-paper advertising, Definition of, §30, p2.

terms, List of, §28, p44.
Terms, List of, used in advertising and print-
ing, §28, p44.
Territory, Cost of covering, §32, pll.
Three-color process, §27, p81.
Tooling and painting of photographs, §27, p62.
Trade advertising, Details of, §30, p22.

advertising, Methods of, §30, p41.

and technical-paper conditions, §30, p46.

-paper advertisements, Examples of, §30,
p26.

-paper advertisements, Suggestions for, §30,
p29.

-paper advertising, Definition of, §30, p2.

-paper copy and consumer copy, §30, p25.

-paper copy, Faults of, §30, p37.
Two-color presses, §28, p36.
Type cases, §28, pl3.

-casting machines, §28 pl8.

Fonts of, §28, pl2.

matter, Reproducing of, §27, p87.

sizes and styles for car cards, §31, pl8.
Typesetting by hand, §28, pl4.

U

Underlaying, Meaning of, §28, p32.

United States, Number of car cards required

to cover the, §31, pl4.
Unusual shapes of illustrations, §29, p6.

W

Wall signs, §32, p53.

Wash drawing combined with photograph,

§27, p44.
drawings, §27, p38.
Water colors and pastels, §27, p45.
Whole-shaded illustrations, §27, pll.
Wood engraving, §27, p91.
Woodcut style of line engraving, §27, p96.
Words on a street-car card, Number of, §31

p21.

Wrappers, Addressing of, §33, p22.

Z

Zinc etching, §27, p4.